Abstract

PRIEGO ALVAREZ, Heberto R.; CORDOVA HERNANDEZ, Juan Antonio  and  LARA GALLEGOS, María Elena. Marketing in the practice of nursing in Tabasco, Mexico. Pensam. gest. [online]. 2011, n.30, pp.46-57. ISSN 1657-6276.

To establish the degree of knowledge of the nurses on health care marketing research and determining the levels of applicability in its professional exercise, a market investigation of descriptive type was made consisting in the application of a questionnaire to 317 nurses in functions affiliated to Nurses Association of Tabasco, Mexico. They were selected in ex--post stratified random sampling by dominion level (academic-professionals profiles). The manipulation and the calculation of the variable estimators took place with 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 posgrade. The marketing research was associated preponderantly to the infirmary with commercial sense (81%) and the use mainly identified was towards external marketing aspects (53%). Finally conclusion is that the 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 the marketing tools support the remaining basic roles (education health, service management, research and practice), and internally use contributes to the development of the philosophy of quality and improvement of human capital.

Keywords : Marketing; Nursing; Professional Practice; Academic Training; Human Capital.

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