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Title:
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USING INTERNET MARKETING FOR DEVELOPING A COMMUNICATION STRATEGY IN A BROAD HEALTHCARE NETWORK |
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Author(s):
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Luís Velez Lapão , Rui Sousa Santos , Miguel Góis |
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ISBN:
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978-972-8924-55-3 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2008 |
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Edition:
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Single |
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Keywords:
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Healthcare Internet Marketing; e-Government; Public Marketing; Communication Strategy; |
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Type:
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Short Paper |
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First Page:
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473 |
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Last Page:
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478 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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In this paper, the authors present the first results in the application of a new methodology to strategically develop the
marketing and communication activities for a broad public healthcare network. It makes use of the Internet as a channel
to further explore the e-Government opportunities. The impact of the proposed methodology in healthcare can represent a
new front of development within e-Government serving the purpose of improving the degree of Interactivity and
Individualization (the 2 Is) between the public healthcare organizations and citizens and communities, which will lead
to an increase of the quality of services. |
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