The potential for the introduction of the marketing concept into Australian public hospitals

Marketing theory and practice has gained broad acceptance in the business world generally. Of recent years, particularly in the United States, there have been increasing moves to incorporate marketing activities into the management of hospitals. In Australia there appears little empirical evidence in the literature to suggest a similar progression. This paper seeks to examine some of the essential ideas contained within the marketing concept and to expose the applicability of marketing to the efficient management of public hospitals.