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Marketing Orientation: How Do Hospital Administrators Compare with Marketing Managers?

Article Abstract:

A mail survey sought to compare the marketing orientation of hospital administrators with marketing managers. Items surveyed include marketing aggressiveness, ability to adapt to change and degree of orientation towards market segmentation. Organizational, planning and consumer orientations were also surveyed. Results show marketing administrators to be more aggressive than hospital administrators and to have more of a segmentation orientation in some areas. Both groups are very consumer oriented and place high priorities on planning. Hospital administrators are less likely to use marketing techniques.

Author: Bartlett, P.J., Schewe, C.D., Allen, C.T.
Publisher: Lippincott Williams & Wilkins, WK Health
Publication Name: Health Care Management Review
Subject: Health care industry
ISSN: 0361-6274
Year: 1984
Planning

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Strategy and marketing tactics in nonprofit hospitals

Article Abstract:

An analysis of the effectiveness of hospital marketing can establish the generalizability of previous research on health maintenance organization and service industry business strategy. A survey of 114 nonprofit hospitals examines the relationship between marketing tactics and strategic management styles. The results indicate that variations in marketing strategies and strategic management styles are interrelated. Marketing directors should identify inconsistencies in strategy implementation.

Author: Parry, Mark, Parry, Arthur E.
Publisher: Lippincott Williams & Wilkins, WK Health
Publication Name: Health Care Management Review
Subject: Health care industry
ISSN: 0361-6274
Year: 1992
Methods, Surveys, Health facilities, Strategic planning (Business), Hospitals, Voluntary, Voluntary hospitals

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Organization of marketing in U.S. hospitals: an empirical investigation

Article Abstract:

An empirical investigation of the marketing functions in US hospitals was conducted. The marketing organization and its relation to hospital performance was also examined. Data was gathered from a random sample of hospitals by means of a mail survey. The results indicate that marketing in the health care industry is effective. Moreover, the efficiency of marketing organization and the consistency of top management support determines the performance of US hospitals.

Author: Naidu, G.M., Kleimenhagen, Arno, Pillari, George D.
Publisher: Lippincott Williams & Wilkins, WK Health
Publication Name: Health Care Management Review
Subject: Health care industry
ISSN: 0361-6274
Year: 1992
General medical & surgical hospitals

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Subjects list: Health care industry, Marketing, Hospitals, Marketing management
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