Tactical hospital marketing: a survey of the state of the art.
This paper reports the results of a survey of acute care hospitals which was undertaken to: (1) identify and establish the organizational positioning of key hospital marketing personnel; (2) measure the role of these personnel in influencing the traditional marketing mix decisions; and, (3) identify tactical marketing activities most frequently undertaken.
D003625:Data Collection; D003657:Decision Making; D006270:Health Facility Administrators; D006740:Hospital Administrators; D006801:Humans; D008389:Marketing of Health Services / Q000458:organization & administration*; D012107:Research Design; D014481:United States