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- Title
TACTICAL HOSPITAL MARKETING: A SURVEY OF THE STATE OF THE ART.
- Authors
McDevitt, Paul K.; Shields, Lisa A.
- Abstract
This paper reports the results of a survey of acute care hospitals which was undertaken to (1) identify and establish the organizational positioning of key hospital marketing personnel, (2) measure the role of these personnel in influencing the traditional marketing mix decisions; and, (3) identify tactical marketing activities most frequently undertaken.
- Subjects
HOSPITAL advertising; HOSPITALS; CHIEF marketing officers; HOSPITAL personnel; MARKET surveys; MARKETING strategy; HOSPITAL care; HEALTH facilities; MARKETING executives; MARKETING personnel
- Publication
Journal of Health Care Marketing, 1985, Vol 5, Issue 1, p9
- ISSN
0737-3252
- Publication type
Article