title: Organization of marketing in U.S. hospitals: an empirical investigation.
abstract: In this article the results of an empirical investigation of the marketing function in U.S. hospitals are reported. The relationship between hospital marketing orientation and hospital performance is examined. Results of the study indicate that substantial evidence exists to conclude that marketing is effective in the health care industry. Marketing failures in hospitals seem to be related to inappropriate marketing organization and inadequate top management support.
authors.affiliation: College of Business and Economics, University of Wisconsin, Whitewater.
authors.forename: G M
authors.initials: GM
authors.lastname: Naidu
authors.forename: A
authors.initials: A
authors.lastname: Kleimenhagen
authors.forename: G D
authors.initials: GD
authors.lastname: Pillari
mesh_terms: D001509:Bed Occupancy / Q000706:statistics & numerical data; D002017:Budgets / Q000706:statistics & numerical data; D003625:Data Collection; D004465:Economic Competition; D005377:Financial Management, Hospital / Q000706:statistics & numerical data*; D006302:Health Services Research; D006748:Hospital Departments / Q000191:economics / Q000458:organization & administration / Q000706:statistics & numerical data; D006761:Hospitals / Q000145:classification / Q000706:statistics & numerical data*; D006801:Humans; D007182:Income / Q000706:statistics & numerical data; D008389:Marketing of Health Services / Q000458:organization & administration*; D010343:Patient Admission / Q000706:statistics & numerical data; D014481:United States