The Effect of Managed Care on Hospital Marketing Orientation.

From: Journal of Healthcare Management | Date: May 1, 1998| Author: Loubeau, Patricia R.; Jantzen, Robert | Copyright information

EXECUTIVE SUMMARY

Marketing is a central activity of modern organizations. To survive and succeed, organizations must know their markets, attract sufficient resources, convert these resources into appropriate services, and communicate them to various consuming publics. In the hospital industry, a marketing orientation is currently recognized as a necessary management function in a highly competitive and resource-constrained environment. Further, the literature supports a...

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