Essential dimensions of a marketing strategy in the hospital industry

T F McIlwain; M J McCracken

doi:10.1300/j043v11n02_04

Essential dimensions of a marketing strategy in the hospital industry

J Hosp Mark. 1997;11(2):39-59. doi: 10.1300/j043v11n02_04.

Authors

T F McIlwain¹, M J McCracken

Affiliation

¹ John A. Walker College of Business, Appalachian State University, Boone, NC 28608, USA. mcilwaintf@appstate.edu

PMID: 10163915
DOI: 10.1300/j043v11n02_04

Abstract

This paper reviews existing literature and defines essential dimensions of a hospital's marketing strategy for each of two business strategies; using the results of a national survey, this study confirms that hospitals make different marketing decisions based on the type of business strategy adopted by the hospital.

MeSH terms

Chief Executive Officers, Hospital / psychology
Chief Executive Officers, Hospital / statistics & numerical data
Data Collection
Health Care Surveys
Health Services Research
Hospital Administration / statistics & numerical data*
Leadership
Marketing of Health Services / methods
Marketing of Health Services / organization & administration
Marketing of Health Services / statistics & numerical data*
Models, Organizational
United States