title: Essential dimensions of a marketing strategy in the hospital industry.
abstract: 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.
authors.affiliation: John A. Walker College of Business, Appalachian State University, Boone, NC 28608, USA. mcilwaintf@appstate.edu
authors.forename: T F
authors.initials: TF
authors.lastname: McIlwain
authors.forename: M J
authors.initials: MJ
authors.lastname: McCracken
mesh_terms: 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