title: Demonstrating marketing accountability.
abstract: Pressure on health care marketers to demonstrate effectiveness of their strategies and show their contribution to organizational goals is growing. A seven-tiered model based on the concepts of structure (having the right people, systems), process (doing the right things in the right way), and outcomes (results) is discussed. Examples of measures for each tier are provided and the benefits of using the model as a tool for measuring, organizing, tracking, and communicating appropriate information are provided. The model also provides a framework for helping management understand marketing's value and can serve as a vehicle for demonstrating marketing accountability.
authors.affiliation: UK HealthCare, University ofKentucky, Lexington, KY 40536, USA. bill.gombeski@uky.edu
authors.forename: William R
authors.initials: WR
authors.lastname: Gombeski
authors.forename: Jason
authors.initials: J
authors.lastname: Britt
authors.forename: Jan
authors.initials: J
authors.lastname: Taylor
authors.forename: Karen
authors.initials: K
authors.lastname: Riggs
authors.forename: Tanya
authors.initials: T
authors.lastname: Wray
authors.forename: Wanda
authors.initials: W
authors.lastname: Adkins
authors.forename: Suzanne
authors.initials: S
authors.lastname: Springate
mesh_terms: D019985:Benchmarking / Q000592:standards; D003142:Communication; D003258:Consumer Behavior; D005376:Financial Management / Q000592:standards; D008389:Marketing of Health Services / Q000191:economics / Q000592:standards*; D008962:Models, Theoretical; D009937:Organizational Objectives; D010043:Outcome and Process Assessment, Health Care; D012941:Social Responsibility; D014481:United States