The marketing decade: a desktop view.
The authors challenge health care marketers to put into perspective the brief history and development of the health care marketing function and process. They advocate closing the gap between strategy development, operations management, and strategy implementation, and suggest that "strategic management" may be the way to organize for marketing. Marketers' roles and readiness for strategic management are discussed.
Parrington
M
M
Sutter Health, CA.
Stone
B C
BC
D006739:Hospital Administration / Q000639:trends*; D008389:Marketing of Health Services / Q000639:trends*; D010934:Planning Techniques; D012380:Role; D014481:United States