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Implementing marketing in NHS hospitals

McNulty, T., Whittington, R., Whipp, Richard and Kitchener, Martin James 1994. Implementing marketing in NHS hospitals. Public Money & Management 14 (3) , pp. 51-57. 10.1080/09540969409387829

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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: 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: 10 Oct 2017 14:43
URI: http://orca.cf.ac.uk/id/eprint/37628

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