Marketing: its place in organisational structure.
As a result of the reforms, provider units have to compete for contracts from HAs and GPFHs; the function of marketing has an outside focus in understanding, communicating with and providing for customers, and the internal role of ensuring services meet customers' needs. Humphrey Bourne and Christine Miles examine the marketing role in the NHS.
Bourne
H
H
City University Business School.
Miles
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C
D006779:Hospitals, Public; D008389:Marketing of Health Services / Q000458:organization & administration*; D010821:Physicians, Family; D012380:Role; D013222:State Medicine / Q000191:economics*; D006113:United Kingdom