Does marketing relate to hospital profitability?
The authors examine the relationship of hospitals' marketing activities--including the use of market intelligence activities, interfunctional coordination activities, and organizational responsiveness activities--to financial performance. The results suggest it would be valuable to hospital marketing managers to adopt a data-driven, proactive management style that incorporates a teamwork emphasis to improve their hospital's financial performance.
Department of Marketing and Real Estate, Virginia Commonwealth University, Richmond.
D R
DR
McDermott
F J
FJ
Franzak
M W
MW
Little
D005377:Financial Management, Hospital / Q000706:statistics & numerical data*; D006302:Health Services Research; D006760:Hospitalization / Q000191:economics / Q000706:statistics & numerical data; D007182:Income / Q000706:statistics & numerical data; D008389:Marketing of Health Services / Q000191:economics / Q000706:statistics & numerical data*; D012107:Research Design; D011795:Surveys and Questionnaires; D014481:United States