Applying a marketing perspective to health research organizations.
An excellent way for health research organizations to raise funds is by applying a well-executed marketing plan. Such a plan should include four steps: performing an environmental/internal audit, performing a services marketing audit, performing a relationship marketing audit, and developing a set of marketing strategies and tactics.
McDermott
D R
DR
School of Business, Virginia Commonwealth University, Richmond, USA.
Tuckman
H P
HP
D003258:Consumer Behavior; D005375:Financial Audit; D005653:Fund Raising / Q000379:methods*; D006302:Health Services Research / Q000191:economics*; D006801:Humans; D008330:Management Audit; D008389:Marketing of Health Services / Q000191:economics / Q000379:methods*; D009936:Organizational Innovation; D012109:Research Support as Topic; D012577:Schools, Medical; D014481:United States