Market signaling in hospitals.
A Market Signal is a marketing activity that provides information beyond the mere form of that activity. Market Signals reveal levels of the unobserved. Signals occur in a variety of marketing phenomena: advertising, pricing, quality, competitive response to name but a few. In this paper we examine the use of market signals by hospitals and provide a set of recommendations by which hospitals can better utilize signals in the marketing of their services.
Herbig
P
P
Department of Marketing, Jacksonville State University, AL 36265.
Milewicz
J
J
D003258:Consumer Behavior; D006739:Hospital Administration / Q000639:trends; D015285:Hospital-Patient Relations; D006782:Hospitals, Special / Q000458:organization & administration; D008389:Marketing of Health Services / Q000379:methods*; D008505:Medical Staff, Hospital / Q000458:organization & administration*; D008606:Mental Processes; D010816:Physician Incentive Plans / Q000458:organization & administration; D014481:United States