Krampf R F, Miller D W
Graduate School of Management, Kent State University.
J Hosp Mark. 1993;7(2):33-46. doi: 10.1300/J043v07n02_05.
Although hospitals are placing more focus on the marketing function, there is still dissatisfaction reported by CEOs with the marketing function in hospital settings. The authors investigate the relationship between the marketing orientation of a hospital and CEO satisfaction with marketing. It was found that in those hospitals that are truly marketing oriented, CEO satisfaction with marketing is very positive.
尽管医院越来越重视营销职能，但首席执行官们仍对医院环境中的营销职能表示不满。作者调查了医院的营销导向与首席执行官对营销的满意度之间的关系。研究发现，在那些真正以营销为导向的医院里，首席执行官对营销的满意度非常高。
