How marketing oriented are hospitals in a declining market?
The role of marketing in a health care facility has been a focus of discussion during the past decade. Varied opinions have been expressed about the purpose and contribution of marketing within the health care industry. The authors empirically investigate (1) the extent of marketing orientation in hospitals, (2) the degree of marketing orientation as it relates to hospital characteristics, and (3) the relationship of marketing orientation to hospital performance.
Naidu
G M
GM
University of Wisconsin-Whitewater.
Narayana
C L
CL
D005069:Evaluation Studies as Topic; D006739:Hospital Administration / Q000706:statistics & numerical data*; D008389:Marketing of Health Services / Q000706:statistics & numerical data*; D015279:Organizational Culture; D011795:Surveys and Questionnaires; D014481:United States