4 documents found, page 1 of 1
The influence of branding and communication on the perception of value: a study...
Sousa, Bruno; Alves, GiselaThe practice of healthcare management and medical tourism depends on successfully informing potential patients about procedure options, service excellence, treatment facilities, tourism opportunities, travel benefits and destination choice. Emerging perspectives explored include targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeho...
Understanding the Brand Management and Rebranding Processes in Specific Context...
Alves, Gisela; Sousa, Bruno; Belino, MariaWith this chapter, the authors intend to understand the importance of brand management (specifically rebranding) in specific contexts of medical tourism and health and wellness. The case study will include an example of the medical tourism segment in Portugal. This research is particularly relevant for Portugal because it is necessary to ensure the sustainability of the health system, as health expenditures are...
How to use the package in the tobacco products to communicate in the plain pack...
Brandão, Amélia Maria Pinto da Cunha; Cidade, Jorge; Alves, GiselaThe aim of this research is to contribute to the emerging literature on the role of packaging of tobacco products, by providing a clearer explanation of what tobacco packaging means in consumer communication. With the recent legislative changes of tobacco products, i.e. communication restrictions affecting the packaging, such as the plain packs, packaging has become a more important tool to communicate with the...
The role of relationship marketing in behavioural intentions of medical tourism...
Sousa, Bruno; Alves, GiselaPurpose – This paper entails a reflection on medical tourism services and guest experiences. The purpose of this paper is to analyze how relationship marketing relates to other relevant variables in consumer’s behavior applied to medical tourism contexts and guest experiences. This study aims at discussing the customer behavior in healthcare management and medical tourism contexts and addresses the predispositi...