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
|
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: | 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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