title: A CFO's guide to the marketing galaxy.
abstract: The following questions will help you evaluate your organization's marketing willingness: What is your organization's risk tolerance? Is your organization best suited for acquisition or for retention? Does your organization know the value of a patient? Does your organization have the right marketing infrastructure?
authors.affiliation: SRK, Chicago, USA. asturm@sturmads.com
authors.forename: Arthur C
authors.initials: AC
authors.lastname: Sturm
mesh_terms: D003659:Decision Making, Organizational; D005069:Evaluation Studies as Topic; D005377:Financial Management, Hospital; D017408:Guidelines as Topic; D006740:Hospital Administrators; D008389:Marketing of Health Services; D014481:United States