Marketing health care simulation modelling: towards an integrated service approach

E Altsitsiadis

Journal of Simulation, 2011, vol. 5, issue 2, 123-131

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.

Date: 2011
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DOI: 10.1057/jos.2010.12

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