دور المزيج التسويقي الخدمي في المنظمات غير الربحية : دراسة استطلاعية في عينة من مستشفيات مدينة الموصل

Abstract EN

The research sought to demonstrate the role of service marketing mix in non-profit organizations (hospitals), which helps hospital management to achieve its own and public goals.

The problem of research is the lack of attention to the marketing function from management of hospitals and the importance of research is the importance of marketing in the areas of daily life and the role of hospitals of the large and vital to the beneficiaries, and the study of marketing in hospitals will help them to perform their mission and upgrade them.

The objectives of the research are to monitor and analyses the actual reality of marketing in the examining hospitals and to identify the respondents ' answers to the research standards.

In general, research has tried to answer the following questions: 1.

Does marketing have an important role in the hospitals examined? 2.

What is the applicability of the components of the service marketing mix in the examined hospitals? 3.

Are the respondents of the marketing activity in the hospitals different from the standards? Search? To answer these questions, an important and fundamental premise is that marketing has an important role to play in helping hospital management achieve its own and public goals.

It was reinforced with many variables to prove that they were tested using statistical means of data collected through the questionnaire form and distributed to the individuals examined, where the research adopted the descriptive method, and the researchers used duplicates, weighted mean, percentages and the use of SPSS program (Statistical Package for the Social sciences).

The research reached a set of conclusions and, in light of them, the research presented a series of proposals