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- Title
La mercadotecnia en el ejercicio profesional de la enfermería en Tabasco (México).
- Authors
Priego Álvarez, Heberto R.; Antonio Hernández Córdova, Juan; Elena Lara Gallegos, María
- Abstract
To establish the degree of knowledge of nurses regarding health care marketing research and determining the levels of applicability in the exercise of their professions, a market study of descriptive type was made consisting of the application of a questionnaire to 317 nurses in functions affiliated with the Nurses Association of Tabasco, Mexico. They were selected in ex-post stratified random sampling by skill level (academic-professionals profiles). The manipulation and the calculation of the variable estimators were carried out using DYANE version 2, obtaining relative frequencies, statistical significance (Ji-square) and factorial analysis. The informants were mainly women between 31 and 50 years. 40% were licensed nurses and 12% had graduate degrees. The marketing research was associated preponderantly with commercial nursing (81%) and the use mainly identified was towards external marketing aspects (53%). Finally, the conclusion is that marketing knowledge and its application in nursing practice tends to be limited (improving the professional's image and is strongly associated with the sale of private care); it is not considered that marketing tools support the remaining basic roles (education health, service management, research and practice) and that its internal use contributes to the development of the philosophy of quality and improvement of human capital.
- Subjects
TABASCO (Mexico : State); MEXICO; MARKETING; NURSING; MARKETING research
- Publication
Pensamiento & Gestión, 2011, Issue 30, p46
- ISSN
1657-6276
- Publication type
Article