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- Title
Marketing Budgeting in Nonprofit Hospitals.
- Authors
Parry, Mark; Parry, Arthur E.; Farris, Paul W.
- Abstract
The authors summarize the results of an investigation of the marketing budgeting practices of nonprofit hospitals. They examine various dimensions of budgeting behavior, including (1) the prevalence of budgeting methods that are widely used in the marketing of consumer and industrial goods, (2) the relationship between budgeting practices and the budgeting process, and (3) the relationship between budgeting practices and hospital strategy and performance. The authors also discuss implications for marketing executives and directions for future research. INSET: Table 5 Definitions of budgeting process modes..
- Subjects
VOLUNTARY hospitals; NONPROFIT organizations -- Marketing; BUSINESS budgeting; VOLUNTARY health agencies; HOSPITALS; HOSPITAL financing; ORGANIZATIONAL structure; BUDGET; ACCOUNTING methods; CHIEF marketing officers; MARKETING
- Publication
Journal of Health Care Marketing, 1991, Vol 11, Issue 2, p2
- ISSN
0737-3252
- Publication type
Article