title: Managing marketing's return in health care.
abstract: Marketing in the health care environment has seen dramatic changes in recent years that include greater emphasis on measuring effectiveness. This paper has presented a review of the phenomenon and has discussed methods to measure and monitor the performance of the marketing effort. Research has been suggested to measure this relationship as an initial step in this area.
mesh_terms: D003625:Data Collection; D005069:Evaluation Studies as Topic; D006739:Hospital Administration; D008389:Marketing of Health Services / Q000458:organization & administration*; D014481:United States