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Essential dimensions of a marketing strategy in the hospital industry
1John A. Walker College of Business, Appalachian State University, Boone, NC 28608, USA. mcilwaintf@appstate.edu
Journal of Hospital Marketing
|December 8, 1996
Abstract:
This paper reviews existing literature and defines essential dimensions of a hospital's marketing strategy for each of two business strategies; using the results of a national survey, this study confirms that hospitals make different marketing decisions based on the type of business strategy adopted by the hospital.