| Title: |
Strategic Market Planning in Hospitals: Is It Done? Does It Work? |
| Authors: |
Zallocco, Ronald L.1; Joseph, W. Benoy2 |
| Source: |
Journal of Health Care Marketing. Mar91, Vol. 11 Issue 1, p5-11. 7p. 4 Charts. |
| Subject Terms: |
*STRATEGIC planning; *MARKETING planning; *HOSPITAL administration; *ORGANIZATIONAL effectiveness; *MANAGEMENT; *HOSPITALS; *HEALTH facilities; *MARKETING strategy; *MANAGEMENT styles; *MARKETING |
| Abstract: |
The article focuses on the use of strategic market planning as a management technique in hospitals. The factors that seem critical for hospitals including a broader understanding of how hospitals can use marketing, changes in the hospital industry, the way that marketing can address issues in the marketplace itself, and hospital planning that is a reaction to a changing environment. Hospitals were surveyed in regard to their marketing planning and how satisfied hospital administrators were with the plans. The two most frequent market planning activities engaged in by hospitals were measuring patient satisfaction and developing objectives. INSETS: Table 1. Strategic market planning activities.;Table 2. Operationalization of variable `level of strategic..;Table 3. Distribution of hospitals by number of beds: U.S... |
| Database: |
Business Source Premier |