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Horizonte sanitario
versión On-line ISSN 2007-7459versión impresa ISSN 1665-3262
Resumen
MENDEZ-WONG, Adriana; REYES-RUIZ, Edith y MELLADO-SILLER, Jesús Francisco. Marketing and its applicability in nurses in Saltillo, Mexico. Horiz. sanitario [online]. 2018, vol.17, n.1, pp.51-58. ISSN 2007-7459. https://doi.org/10.19136/hs.a17n1.1880.
Objective:
To establish the degree of knowledge of the nurses (s) of Saltillo on health marketing and determine the levels of applicability in their professional practice.
Materials and methods:
It is an exploratory, quantitative cross-sectional study, applying an instrument to 100 nurses. An instrument used by Priego- Álvarez is used in a similar study in Tabasco, Mexico. A comparative analysis was performed in percentages of the answers with the IBM SPSS program and Pearson's Chi-square analysis.
Results:
An important percentage of the interviewed nurses does know or apply marketing concepts in the practice of their profession.
Conclusions:
The application of marketing in the professional practice of nursing tends to be limited because the majority is considered to be a caregiver.
Palabras llave : Marketing; Market research; Health marketing; Nursing.
