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- Title
Auditing the Health Care Enterprise.
- Authors
Woodside, Arch G.; Montelepre, Philip
- Abstract
The article explores the utility of applying strategic management/marketing audits (SMMAs) to hospital administration. The short-sightedness of certain financial audit methodologies are criticized and the need to address long-term financial viability and strategy for hospital management is emphasized. Definitions of SMMAs and their key features are provided. A case example is illustrated wherein the SMMA helped unify divergent executive and staff perceptions of hospital marketing objectives and improve the overall strategic planning of the institution.
- Subjects
MARKETING audits; STRATEGIC planning; MARKETING management; MEDICAL care marketing; HOSPITAL administration; AUDITING; AUDITING procedures; MARKETING strategy; INTERORGANIZATIONAL relations; MEDICAL economics
- Publication
Journal of Health Care Marketing, 1994, Vol 14, Issue 4, p28
- ISSN
0737-3252
- Publication type
Article