title: Hospital marketing.
abstract: This article looks at a prescribed academic framework for various criteria that serve as a checklist for marketing performance that can be applied to hospital marketing organizations. These guidelines are drawn from some of Dr. Noel Capon of Columbia University's book Marketing Management in the 21st Century and applied to actual practices of hospital marketing organizations. In many ways this checklist can act as a "marketing" balanced scorecard to verify performance effectiveness and develop opportunities for innovation.
authors.affiliation: Christos M. Cotsakos College of Business, William Paterson University, The Russ Berrie Institute for Professional Sales, Wayne, NJ, USA.
authors.forename: Tony
authors.initials: T
authors.lastname: Carter
mesh_terms: D019985:Benchmarking; D017598:Efficiency, Organizational; D017408:Guidelines as Topic; D006739:Hospital Administration / Q000592:standards*; D008389:Marketing of Health Services / Q000592:standards*; D019982:Organizational Case Studies; D010934:Planning Techniques; D014481:United States