title: Designing a marketing plan that works.
abstract: As healthcare organizations incorporate marketing strategies into daily operations, nurse executives find themselves involved in the process with varying degrees of comfort and success. The authors discuss the nurse executive's role and responsibilities for the success of a marketing plan and describe the importance of recognizing how far marketing has evolved within an organization in order to design a suitable plan successfully.
authors.affiliation: School of Nursing, George Mason University, Fairfax, VA.
authors.forename: J A
authors.initials: JA
authors.lastname: Dienemann
authors.forename: L
authors.initials: L
authors.lastname: Wintz
mesh_terms: D003659:Decision Making, Organizational; D006801:Humans; D008389:Marketing of Health Services; D009718:Nurse Administrators; D009937:Organizational Objectives; D010934:Planning Techniques