Implementing Marketing in NHS Hospitals

McNulty, Terry, Whittington, Richard, Whipp, Richard and Kitchener, Martin (1994) Implementing Marketing in NHS Hospitals. Public Money and Management, 14 (3). pp. 51-57.

Abstract

This article reports on recent experience of marketing in NHS hospitals. It is argued that the effective implementation of marketing depends on the development of a marketing process, a marketing function and a marketing philosophy. Effective marketing is hampered by poor communication, information and control mechanisms; and there is insufficient awareness of the idea of 'relationship marketing'. Marketing functions need to be organized so that roles and responsibilities are shared through a partnership between some doctors acting as part-time marketers and the full-time marketing staff.

Item Type: Article
Keywords: Integrated marketing; marketing; Health care industry; Public hospitals; National Health Service
Subject(s): Strategy; Entrepreneurship & Global business
Centre: Faculty of Strategy, Entrepreneurship and International Business
Date Deposited: 27 Feb 2012 18:10
Last Modified: 23 Oct 2015 14:06
URI: http://eureka.sbs.ox.ac.uk/id/eprint/1778

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