title: Marketing: what it is, what it isn't.
abstract: If the marketing concept is to be successfully applied to the health care field, it must be viewed in its entirety. It must be seen as a business function that is tied to the goals of the hospital.
mesh_terms: D003159:Community-Institutional Relations; D006040:Goals; D006295:Health Resources; D006739:Hospital Administration; D006801:Humans; D008389:Marketing of Health Services; D014481:United States; D014505:Urban Population