Personal selling in health care organizations: a status report.
The authors report the state of the art of personal selling in health care organizations in the United States. The research was conducted through the use of a previously validated sales orientation index, administered to various types of health care organizations. The findings indicate that personal selling is far from being a fully integrated promotional tool in the health care industry. Differences in the sales orientation of health care organizations are found to be related to environmental and organizational factors.
Bowers
M R
MR
Graduate School of Management, University of Alabama, Birmingham.
Powers
T L
TL
D000704:Analysis of Variance; D003132:Commerce / Q000706:statistics & numerical data*; D004465:Economic Competition / Q000706:statistics & numerical data; D005069:Evaluation Studies as Topic; D006777:Hospitals, Proprietary / Q000706:statistics & numerical data*; D006788:Hospitals, Voluntary / Q000706:statistics & numerical data*; D008389:Marketing of Health Services / Q000379:methods / Q000706:statistics & numerical data*; D015279:Organizational Culture; D010067:Ownership / Q000706:statistics & numerical data; D011795:Surveys and Questionnaires; D014481:United States