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| Titel: |
Transcending Functional Boundaries |
| Auteur: |
Rapert, Molly Inhofe Babakus, Emin Olson, Jeanne |
| Verschenen in: |
Health marketing quarterly |
| Paginering: | Jaargang 15 (1998) nr. 2 pagina's 33-47 |
| Jaar: |
1998-04-08 |
| Inhoud: |
While debate in the health care literature continues with respect to the role of marketing, many industries are adopting a broadened perspective which recognizes the comprehensive role which marketing may assume at a variety of levels within the organization: marketing as culture, marketing as strategy, and marketing as tactics. A national study of general service hospitals suggests that, in many hospitals, the marketing function is indeed transcending its functional boundaries through enculturation of a marketing orientation, involvement in the strategic process of the organization, and expansion of tactical marketing activities. Hospitals which adopt and support this broadened role of marketing are witnessing a positive effect on performance. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 7 van 7 gevonden artikelen
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