Survival tactics for managing the hospital marketing effort.
Hospital marketing is an intricate and complex process. Especially difficult is the transition the hospital marketer must make from designing marketing strategies to implementing those strategies. This transition usually causes the marketer to call upon a different set of skills. These skills involve managing the personnel needed to implement the designed marketing strategy. Unfortunately, little in the way of formal training is provided the marketer for developing these management skills. Therefore, the authors have comprised a series of tactical procedures designed to assist the hospital marketer to survive this transition. Using these tactics for decision-making guidelines may help to improve the management of the hospital's marketing effort.
Schaupp
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DL
College of Business & Economics, West Virginia University, Morgantown, WV 26506.
Ponzurick
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TG
Schaupp
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FW
D003659:Decision Making, Organizational; D006752:Hospital Planning / Q000458:organization & administration*; D007400:Interprofessional Relations; D008389:Marketing of Health Services / Q000458:organization & administration*; D010934:Planning Techniques; D011361:Professional Competence; D013192:Staff Development; D014481:United States