title: Learning by doing: strategic marketing management in hospitals.
abstract: Strategic marketing management in the hospital industry is maturing through a series of stages, from a passive, reactive posture toward a more aggressive, proactive stance. However, a survey of 80 hospitals shows that most have not yet made the critical transition from the traditional production orientation to the more progressive marketing orientation.
mesh_terms: D006739:Hospital Administration; D008389:Marketing of Health Services / Q000458:organization & administration*; D008962:Models, Theoretical; D009936:Organizational Innovation; D014481:United States