title: Marketing in nursing organizations.
abstract: The purpose of chapter 3 is to provide a conceptual framework for understanding marketing. Although it is often considered to be, marketing is not really a new activity for nursing organizations. What is perhaps new to most nursing organizations is the conduct of marketing activities as a series of interrelated events that are part of a strategic marketing process. The increasingly volatile nursing environment requires a comprehensive approach to marketing. This chapter presents definitions of marketing, the marketing mix, the characteristics of nonprofit marketing, the relationship of strategic planning and strategic marketing, portfolio analysis, and a detailed description of the strategic marketing process. While this chapter focuses on marketing concepts, essential components, and presentation of the strategic marketing process, chapter 4 presents specific methods and techniques for implementing the strategic marketing process.
authors.forename: S B
authors.initials: SB
authors.lastname: Chambers
mesh_terms: D006801:Humans; D008389:Marketing of Health Services / Q000191:economics / Q000458:organization & administration*; D009739:Nursing Services / Q000191:economics / Q000458:organization & administration*; D009937:Organizational Objectives; D010934:Planning Techniques; D012579:Schools, Nursing / Q000191:economics / Q000458:organization & administration*