{"title":"Essential dimensions of a marketing strategy in the hospital industry.","authors":"T F McIlwain, M J McCracken","doi":"10.1300/j043v11n02_04","DOIUrl":null,"url":null,"abstract":"<p><p>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.</p>","PeriodicalId":79671,"journal":{"name":"Journal of hospital marketing","volume":"11 2","pages":"39-59"},"PeriodicalIF":0.0000,"publicationDate":"1997-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1300/j043v11n02_04","citationCount":"6","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of hospital marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1300/j043v11n02_04","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 6
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.
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