Something's not working--but it's not marketing.
This paper addresses both the increased use of marketing by hospitals and frustrations which have more recently been felt with such programs. A series of seven factors are presented as suggested explanations of current dissatisfaction with the effectiveness of marketing efforts in the hospital of the late 1980s.
Wise
G L
GL
Wright State University.
Sethi
V
V
D000329:Advertising; D003132:Commerce; D006739:Hospital Administration; D008389:Marketing of Health Services / Q000592:standards*; D015397:Program Evaluation; D014481:United States