Conditions influencing the marketing efforts of hospitals.
This research assesses the degree to which environmental change, competitive conditions and position, hospital characteristics, and organizational performance influence the extensiveness of a hospital's marketing activities. Changes in occupancy, revenue, and patient mix did not predict the level of marketing activities. Instead, the perceptions of marketing decision makers about changing environmental conditions were found to predict these activities.
Myrtle
R C
RC
University of Southern California.
Martinez
C F
CF
D002140:California; D003659:Decision Making, Organizational; D006739:Hospital Administration; D008389:Marketing of Health Services / Q000706:statistics & numerical data*; D012107:Research Design; D012922:Social Change; D011795:Surveys and Questionnaires