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Marketing health care simulation modelling: towards an integrated service approach

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  • E Altsitsiadis

Abstract

This paper builds upon a real case to share a marketing point of view to simulation modelling and its current model of business. The case applies mainstream simulation methodologies up to the delivery of results and a success model to facilitate the analysis of the case's impact and success. With the use of modern marketing principles we extended our case model to a balanced integrated framework that encompasses good simulation modelling practice with new marketing principles. We suggest that simulation modelling should follow world market reality and become more balanced towards a customer service perspective, by working on the deficiencies of the current manufacturing-centred model.

Suggested Citation

  • E Altsitsiadis, 2011. "Marketing health care simulation modelling: towards an integrated service approach," Journal of Simulation, Taylor & Francis Journals, vol. 5(2), pages 123-131, May.
    • Handle: RePEc:taf:tjsmxx:v:5:y:2011:i:2:p:123-131
    DOI: 10.1057/jos.2010.12
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