Marketing Orientation and Effectiveness in Hospitals: A Study of Executive Responses
PROCEEDINGS OF MARKETING IN THE NEW GLOBAL ORDER CONFERENCE, Excel Books, 2006
12 Pages Posted: 18 Jan 2010
Date Written: December 18, 2006
Drucker said, 'Business is marketing.' There are two things in Business - Innovation and Marketing. The visionary statement made by the father of management decades ago seems so vital in the turbulent business world today which is slowly getting regulated by the global business dynamics. In the light of the current development the business firms today need to have a marketing orientation of their business and serve the market with high customer focus so that their marketing efforts bring the desired result and make them face the global market more intently. Marketing orientation is an attitude that is a stored disposition of the members of the organizations, who are involved in services delivery systems for wider constituents of the society. Marketing orientation influences the effectiveness of all the efforts of marketing function in an organization . This paper attempts to understand the concept of marketing orientation in a hospital using public and private contexts. Further, the relationships between marketing orientation and marketing effectiveness has also been assessed revealing interesting findings which have far reaching implications for redesigning and repositioning the function of marketing in hospitals in the new business environment.
Keywords: Healthcare Service, Hospital Management, Service Marketing, Service Quality
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