Schaupp D L, Ponzurick T G, Schaupp F W
College of Business & Economics, West Virginia University, Morgantown, WV 26506.
J Hosp Mark. 1994;8(2):113-9. doi: 10.1300/J043v08n02_10.
Hospital marketing is an intricate and complex process. Especially difficult is the transition the hospital marketer must make from designing marketing strategies to implementing those strategies. This transition usually causes the marketer to call upon a different set of skills. These skills involve managing the personnel needed to implement the designed marketing strategy. Unfortunately, little in the way of formal training is provided the marketer for developing these management skills. Therefore, the authors have comprised a series of tactical procedures designed to assist the hospital marketer to survive this transition. Using these tactics for decision-making guidelines may help to improve the management of the hospital's marketing effort.
医院营销是一个错综复杂的过程。医院营销人员从制定营销策略到实施这些策略的转变尤为困难。这种转变通常要求营销人员具备另一套不同的技能。这些技能包括管理实施既定营销策略所需的人员。不幸的是，几乎没有为营销人员提供用于培养这些管理技能的正规培训。因此，作者们编写了一系列策略性程序，旨在帮助医院营销人员度过这一转变期。将这些策略用作决策指南可能有助于改进医院营销工作的管理。
