Positioning marketing in the hospital's power structure
Beckham, D.
Trustee the Journal for Hospital Governing Boards 37(8): 22-26; 36
1984
ISSN/ISBN: 0041-3674 PMID: 10267584 Document Number: 226793
Although hospitals are increasingly recognizing the importance of marketing, many have difficulty assimilating what has been primarily an industrial concern into a health care environment. The author explains the function of marketing in health care, the outlook and expectations of a good marketing executive, and why hospital management and the medical staff may have difficulty accepting marketing and the expectations of the marketing executive.
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