Hospital challenge: using change theory and processes to adopt and implement the marketing concept.
Getting the marketing concept understood and accepted is one of the biggest challenges faced by a hospital. The authors discuss a variety of issues related to the process of changing a hospital's internal cultural values and managing those changes needed to embrace the marketing concept as part of the overall hospital culture.
D003469:Culture; D006739:Hospital Administration; D008389:Marketing of Health Services; D008962:Models, Theoretical; D009934:Organization and Administration; D009936:Organizational Innovation; D014481:United States