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