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- Title
ROADBLOCKS TO HOSPITAL MARKETING.
- Authors
Robinson, Larry M.; Cooper, Philip D.
- Abstract
Marketing is a much-discussed topic among hospital administrators. Yet the available evidence suggests that four hospitals have developed and implemented marketing strategies. This article addresses several issues which combine to hinder the hospital administrator from adoption of marketing philosophy and practice. Recommendations are suggested which might enhance the acceptance of marketing as a management tool for hospitals.
- Subjects
HOSPITAL administration; MARKETING strategy; MARKETING; MARKETING planning; MEDICAL care marketing; HEALTH services administration; HOSPITAL advertising; CONSUMPTION (Economics); MARKETING research; BUSINESS management of hospitals
- Publication
Journal of Health Care Marketing, 1980, Vol 1, Issue 1, p18
- ISSN
0737-3252
- Publication type
Article