title: Misplaced expectations make for marketing missteps.
authors.affiliation: SRK, Chicago, USA. asturm@sturmads.com
authors.forename: Arthur C
authors.initials: AC
authors.lastname: Sturm
mesh_terms: D001290:Attitude; D016542:Chief Executive Officers, Hospital / Q000523:psychology*; D008389:Marketing of Health Services / Q000458:organization & administration*; D014481:United States