Essential dimensions of a marketing strategy in the hospital industry.
This paper reviews existing literature and defines essential dimensions of a hospital's marketing strategy for each of two business strategies; using the results of a national survey, this study confirms that hospitals make different marketing decisions based on the type of business strategy adopted by the hospital.
McIlwain
T F
TF
John A. Walker College of Business, Appalachian State University, Boone, NC 28608, USA. mcilwaintf@appstate.edu
McCracken
M J
MJ
D016542:Chief Executive Officers, Hospital / Q000523:psychology / Q000706:statistics & numerical data; D003625:Data Collection; D019538:Health Care Surveys; D006302:Health Services Research; D006739:Hospital Administration / Q000706:statistics & numerical data*; D007857:Leadership; D008389:Marketing of Health Services / Q000379:methods / Q000458:organization & administration / Q000706:statistics & numerical data*; D017146:Models, Organizational; D014481:United States