Internal Branding im Krankenhaus: Die notwendige Suche nach dem organisationalen und professionellen Identitätskern eBook

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About this eTextbook

Internal Branding im Krankenhaus Die notwendige Suche nach dem organisationalen und professionellen Identitätskern Die Autorin präsentiert einen umfassend sozial- und pflegewissenschaftlich fundierten Managementansatz für den Krankenhausbereich und zeigt die Notwendigkeit zur Markenentwicklung im Gesundheitswesen auf. Die professionelle Pflege hat in diesem Zusammenhang einen großen Einfluss auf den Unternehmenserfolg und somit auch auf die qualitativen und ökonomischen Ziele im Krankenhaus. Eine besondere Bedeutung kommt deshalb den Mitarbeitern zu, die sich mit ihrem Unternehmen identifizieren, um als Markenbotschafter zu fungieren.

Die Autorin stellt die organisationstheoretische Perspektive eines Krankenhauses und die des professionellen Expertentums in den Fokus. Sie entwickelt ein Modell als Grundlage für eine identitätsorientierte und identifikationsfördernde Organisationsentwicklung und somit als Fundament für die identitätsorientierte Markenentwicklung.

Publication details

Author: Bettina Karin Schottler
Publisher: Springer
eText ISBN: 9783658310721, 3658310723
Print ISBN: 9783658310714, 3658310715

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About this eTextbook

Publication details

Author: Bettina Karin Schottler
Publisher: Springer
eText ISBN: 9783658310721, 3658310723
Print ISBN: 9783658310714, 3658310715

What you receive

A licensed digital edition of this title, supplied as PDF or EPUB. The format is set by the publisher, so email us the ISBN before ordering and we will confirm which one it is.
Delivered to the email address on your order as a secure download link, usually within minutes and always within 24 hours of payment.
Download links do not expire and there is no cap on re-downloads. Readable on any computer, tablet or phone, online or offline.
This is a digital edition. Nothing is printed, packed or posted, and there is no delivery charge.