Positioning marketing in the hospital's power structure.
Although hospitals are increasingly recognizing the importance of marketing, many have difficulty assimilating what has been primarily an industrial concern into a health care environment. The author explains the function of marketing in health care, the outlook and expectations of a good marketing executive, and why hospital management and the medical staff may have difficulty accepting marketing and the expectations of the marketing executive.
D006075:Governing Board; D006739:Hospital Administration; D008389:Marketing of Health Services / Q000458:organization & administration*; D014481:United States