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Marketing in nursing organizations.

S B Chambers

    NLN Publications
    |May 1, 1989
    PubMed
    Summary
    This summary is machine-generated.

    This chapter introduces strategic marketing for nursing organizations, defining key concepts like the marketing mix and strategic planning. It outlines a strategic marketing process essential for navigating the dynamic healthcare environment.

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    Area of Science:

    • Healthcare Management
    • Marketing Strategy

    Background:

    • Marketing is not a new activity for nursing organizations.
    • The current healthcare environment necessitates a strategic marketing approach.

    Purpose of the Study:

    • To provide a conceptual framework for understanding marketing in nursing.
    • To detail the strategic marketing process for healthcare organizations.

    Main Methods:

    • Definitions of marketing and the marketing mix.
    • Exploration of nonprofit marketing characteristics.
    • Analysis of the relationship between strategic planning and strategic marketing.
    • Portfolio analysis and description of the strategic marketing process.

    Main Results:

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  • Marketing activities, when viewed as interrelated events within a strategic process, are novel for many nursing organizations.
  • A comprehensive marketing approach is required due to the volatile nursing environment.

    • Conclusions:

    • Understanding marketing concepts and the strategic marketing process is crucial for nursing organizations.
    • Chapter 4 will detail the implementation methods for the strategic marketing process.