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Cross-Sector Partnerships and Relationship Marketing in Healthcare: The Example of Fairy Tale Therapy in Children's Hospitals in Poland
Abstract
The aim of this chapter is to assess the potential of fairy tale therapy as a comprehensive relationship marketing tool in the context of cross-sectoral partnerships. The chapter enriches the existing literature on the increasing importance of cross-sectoral collaboration in addressing important social problems, with an emphasis on the use of fairy tale therapy. It also contributes to the debate on the role of fairy tale therapy in building relationships in the health sector. The chapter characterises the issues of relationship marketing, cross-sector partnerships, and one method of bibliotherapy such as fairy tale therapy. Among the factors influencing intersectoral partnerships, those that foster them and those that hinder collaboration will be identified and analysed. The publication uses the case study method as a research method. The chapter will present and analyse a cross-sector partnership between hospitals, businesses, and an NGO that created a fairy-tale therapy programme in children's wards of selected hospitals in Poland.
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