title: Strategic marketing management for health management: cross impact matrix and TOWS (threats, opportunities, weaknesses, strengths).
abstract: Organisations operate within a three-tiered environment--internal, micro and macro. The environment is a powerful force acting upon the effectiveness of strategic decision making. Failure to take cognisance of the influence of the three-tiered environment can have disastrous consequences. The cross-impact matrix and the TOWS matrix are two strategic decision-making aids that improve effective decision making. When used in conjunction with creative problem solving methods they can provide the basis of a powerful management tool.
authors.affiliation: Chester Business School, Chester, UK.
authors.forename: T
authors.initials: T
authors.lastname: Proctor
mesh_terms: D003659:Decision Making, Organizational; D019981:Health Care Sector / Q000458:organization & administration; D008389:Marketing of Health Services / Q000458:organization & administration*; D009936:Organizational Innovation; D009937:Organizational Objectives; D010934:Planning Techniques; D011340:Problem Solving; D015397:Program Evaluation / Q000379:methods; D013222:State Medicine / Q000458:organization & administration; D006113:United Kingdom