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- Title
HOW TO SET THE HOSPITAL'S MARKETING BUDGET.
- Authors
Kotler, Philip
- Abstract
In this article the author focuses on how to organize a hospital's marketing budget. The author states that hospital administrators should not focus on advertising costs until they have implemented quality standards in its facilities, food, and staff-patient relations. The author also discusses the importance of separating public relations expenditures from the other marketing expenditures.
- Subjects
HOSPITALS; BUDGET analysts; ADVERTISING effectiveness; BUDGET; MEDICAL care marketing; HOSPITAL administration; PATIENT satisfaction; MEDICAL quality control; MARKETING; FINANCE
- Publication
Journal of Health Care Marketing, 1986, Vol 6, Issue 1, p7
- ISSN
0737-3252
- Publication type
Editorial