Abstract
Marketing concepts and techniques which have been successfully used by business firms for years are only now receiving recognition by members of the health services profession as ethical management tools(MacStravic, 1977) The issue is complicated by the fact that nonprofit organizations dominate the organizational structure. The financial dependency on donor support by nonprofit clinics and hospitals mandates administrators to include these donors in their need satisfying functions. In many instances the satisfaction of contributors changes the mix of services which are available to the patient (Kotler, 1975).
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J. Goldsmith, “The Health Care Market: Can Hospitals Survive?" Harvard Business Review, Vol. 58, September-October, 1980, p 100.
Philip Kotler, Marketing For Non-Profit Organizations, Englewood Cliffs, N. J., Prentice-Hall, Inc.,1975.
Robin E. MacStravic, “Marketing Health Care Services: The Challenge of Primary Care,” Health Care Management Review, Summer, 1977, p. 11.
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© 2015 Academy of Marketing Science
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Peterson, R., Ludlow, R.R. (2015). Health Care Marketing by Hospitals: Comments and Case Study. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_174
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