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Have health care professionals adopted the marketing concept?
1School of Business, San Francisco State University, CA 94132.
Health Marketing Quarterly
|December 10, 1991
Abstract:
The marketing concept is a philosophical foundation of marketing which states that an organization's key task is to discover what target markets want and need, and to deliver the desired products and services with more satisfaction than does the competition. This study surveyed nurses, physicians and hospital administrators to determine the degree of acceptance of the marketing concept as a managerial orientation for hospitals.