摘要：THE COMPLEXITY OF MARKETING SERVICES IN GENERAL AND MEDICAL SERVICES IN PARTICULAR IS DETERMINED BY THE COMPLEXITY OF SERVICES. THE NEED TO APPROACH MEDICAL ACTIVITIES FROM A MARKETING PERSPECTIVE IS GIVEN BY THE SIMILARITIES IT HAS WITH THE ECONOMIC ACTIVITIES IN THE FIELD OF SERVICE PROVISION. THE AIM OF THIS ARTICLE IS TO IDENTIFY THE PARTICULARITIES OF MARKETING APPLICATION IN MEDICAL SERVICES. THE MOST STRIKING FEATURES FOUND ARE THE 7 P'S OF THE EXTENSIVE MARKETING MIX. THEREFORE, THE AUTHORS ANALYZE THE PRODUCT – THE SERVICE, PRICE, PLACEMENT, COMMUNICATION, AS WELL AS THE STAFF, PROCESSES AND PHYSICAL RECORDS, WHICH REPRESENT MARKETING TOOLS THAT THE COMPANY USES TO ACHIEVE ITS MARKETING GOALS IN THE TARGET MARKET.
