MARKETING IN HOSPITAL ADMINISTRATION AND ITS IMPORTANCE: A LITERATURE REVIEW

Abstract

This article aims to address the importance of marketing in the health area, especially in medical and hospital services, due to the constant changes observed in contemporary standards of demand, which further highlights the importance of such a tool, as corroborated by the literature review. The importance of its adoption by such institutions and health professionals is evident, as well as a change in the way it is viewed, aiming at an increase in the quality of patient care standards.