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- Title
A PLEA FOR STRATEGIC MARKETING.
- Authors
LaTour, Stephen A.
- Abstract
The author reflects on marketing efforts by the health care industry in the United States. He argues that most businesses simply follow other competitors' marketing decisions and don't implement a well-thought-out and effective marketing strategy. He presents recommendations for health care businesses which includes the use of marketing research as well as the analysis of an organization's resources and their long-term objectives. The author also suggests that health care organizations analyze their services in relations to their potential profit and their benefits to the organization's total service package.
- Subjects
UNITED States; HEALTH care industry; MARKETING management; STRATEGIC planning; MEDICAL care research; AMERICAN business enterprises; MEDICAL economics; BUSINESS planning; MARKETING research; PROFITABILITY
- Publication
Journal of Health Care Marketing, 1984, Vol 4, Issue 4, p5
- ISSN
0737-3252
- Publication type
Editorial