title: Managing recruitment and retention problems: an application of the marketing process.
abstract: This article helps the nurse administrator apply the marketing process to manage recruitment and retention problems. The marketing process is presented through analogy to the comparable phases of the nursing process. A case study of a difficult recruitment problem in an intensive care unit is used to highlight steps in the process. Marketing techniques and specific situation analysis are emphasized.
mesh_terms: D007588:Job Satisfaction; D009738:Nursing Service, Hospital / Q000458:organization & administration*; D010559:Personnel Management / Q000379:methods*; D010560:Personnel Selection; D010563:Personnel Turnover