Organization of marketing in U.S. hospitals: an empirical investigation

G M Naidu; A Kleimenhagen; G D Pillari

Organization of marketing in U.S. hospitals: an empirical investigation

Health Care Manage Rev. 1992 Fall;17(4):29-43.

Authors

G M Naidu¹, A Kleimenhagen, G D Pillari

Affiliation

¹ College of Business and Economics, University of Wisconsin, Whitewater.

PMID: 1428857

Abstract

In this article the results of an empirical investigation of the marketing function in U.S. hospitals are reported. The relationship between hospital marketing orientation and hospital performance is examined. Results of the study indicate that substantial evidence exists to conclude that marketing is effective in the health care industry. Marketing failures in hospitals seem to be related to inappropriate marketing organization and inadequate top management support.

Publication types

Research Support, Non-U.S. Gov't

MeSH terms

Bed Occupancy / statistics & numerical data
Budgets / statistics & numerical data
Data Collection
Economic Competition
Financial Management, Hospital / statistics & numerical data*
Health Services Research
Hospital Departments / economics
Hospital Departments / organization & administration
Hospital Departments / statistics & numerical data
Hospitals / classification
Hospitals / statistics & numerical data*
Humans
Income / statistics & numerical data
Marketing of Health Services / organization & administration*
Patient Admission / statistics & numerical data
United States