Determinant of hospital marketing effectiveness: the importance of conflict.
As hospitals and health organizations become more marketing oriented, and more interwoven into the environment, the more they face internal resistance. The careful handling of conflict not only helps the health care marketer to overcome hostility and antagonism, but also rewards the health care institution with the "productivity of confrontation."
Bonnici
J L
JL
School of Business Administration, Valdosta State College, GA 31698.
Pavia
G
G
D003220:Conflict, Psychological; D004526:Efficiency; D006740:Hospital Administrators; D007400:Interprofessional Relations; D008389:Marketing of Health Services / Q000458:organization & administration*; D008505:Medical Staff, Hospital; D014481:United States