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  • Title: Market to recruit, manage to retain. An overview of effective marketing strategies.
    Author: Butler A.
    Journal: Aust Health Rev; 1987; 10(3):229-37. PubMed ID: 10286173.
    Abstract:
    Marketing of health care agencies to nursing audiences is necessary in the present climate of severe staff shortages. An overview of the essential components of a marketing program is presented together with a variety of strategies designed to achieve a successful result. A model for the marketing of a health care agency to potential new employees is provided. Success in recruitment must be matched by management strategies designed to retain staff.
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