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  • Title: Organization of marketing in U.S. hospitals: an empirical investigation.
    Author: Naidu GM, Kleimenhagen A, Pillari GD.
    Journal: Health Care Manage Rev; 1992; 17(4):29-43. PubMed ID: 1428857.
    Abstract:
    In this article the results of an empirical investigation of the marketing function in U.S. hospitals are reported. The relationship between hospital marketing orientation and hospital performance is examined. Results of the study indicate that substantial evidence exists to conclude that marketing is effective in the health care industry. Marketing failures in hospitals seem to be related to inappropriate marketing organization and inadequate top management support.
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