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Related Experiment Videos

The marketing decade: a desktop view.

M Parrington1, B C Stone

  • 1Sutter Health, CA.

Journal of Health Care Marketing
|February 8, 1991
PubMed
Summary
This summary is machine-generated.

Health care marketers should integrate strategy development, operations, and implementation. Adopting strategic management principles can bridge this gap, enhancing the marketing function.

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Area of Science:

  • Health care marketing
  • Strategic management in healthcare

Background:

  • The evolution of health care marketing is relatively brief.
  • A disconnect exists between strategic planning and operational execution in health care marketing.

Purpose of the Study:

  • To analyze the historical development of health care marketing.
  • To propose strategic management as a framework for health care marketing.
  • To evaluate the role and preparedness of marketers for strategic management.

Main Methods:

  • Literature review on health care marketing evolution.
  • Conceptual analysis of strategic management principles.
  • Discussion of marketer roles and readiness.

Main Results:

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  • Health care marketing requires a more integrated approach.
  • Strategic management offers a viable organizational model for marketing.
  • Marketers' current roles may need adaptation for strategic management.

Conclusions:

  • Bridging the gap between strategy and operations is crucial for effective health care marketing.
  • Implementing strategic management can optimize marketing functions.
  • Assessing and developing marketers' strategic capabilities is essential.