Contemporary Service Marketing Mix of Hospitals: A Descriptive Study of Udaipur Division

Abstract

The study is aimed to describe the contemporary service marketing mix offered by public & private hospitals in Udaipur division. To serve the purpose descriptive research design is used and a structured questionnaire based on nominal scale is applied to 9 public & 21 private hospitals that are chosen by stratified purposive sampling method. The analysis’ results depict a clear picture of service marketing mix components of hospitals operating in Udaipur division.

Keywords: Hospital Marketing Mix, Product, Price, Place, Promotion, People, Process & Physical Evidence