Transcending functional boundaries: the cultural, strategic, and tactical domains of marketing.
While debate in the health care literature continues with respect to the role of marketing, many industries are adopting a broadened perspective which recognizes the comprehensive role which marketing may assume at a variety of levels within the organization: marketing as culture, marketing as strategy, and marketing as tactics. A national study of general service hospitals suggests that, in many hospitals, the marketing function is indeed transcending its functional boundaries through enculturation of a marketing orientation, involvement in the strategic process of the organization, and expansion of tactical marketing activities. Hospitals which adopt and support this broadened role of marketing are witnessing a positive effect on performance.
Rapert
M I
MI
College of Business Administration, University of Arkansas, Fayetteville 72701, USA.
Babakus
E
E
Olson
J
J
D003430:Cross-Sectional Studies; D004465:Economic Competition; D006302:Health Services Research; D006769:Hospitals, General / Q000191:economics; D008389:Marketing of Health Services / Q000458:organization & administration*; D015279:Organizational Culture; D010934:Planning Techniques; D014481:United States