Implementing marketing in NHS hospitals

McNulty, T., Whittington, R., Whipp, Richard and Kitchener, Martin James ORCID: https://orcid.org/0000-0001-6249-557X 1994. Implementing marketing in NHS hospitals. Public Money & Management 14 (3) , pp. 51-57. 10.1080/09540969409387829

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Abstract

This article reports on recent experience of marketing in NHS hospitals. It is argued that the effective implementation of marketing depends on the development of a marketing process, a marketing function and a marketing philosophy. Effective marketing is hampered by poor communication, information and control mechanisms; and there is insufficient awareness of the idea of ‘relationship marketing’. Marketing functions need to be organized so that roles and responsibilities are shared through a partnership between some doctors acting as part‐time marketers and the full‐time marketing staff.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce
Publisher:	Taylor & Francis
ISSN:	0954-0962
Last Modified:	21 Oct 2022 09:46
URI:	https://orca.cardiff.ac.uk/id/eprint/37628

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