Rapert M I, Babakus E, Olson J
College of Business Administration, University of Arkansas, Fayetteville 72701, USA.
Health Mark Q. 1997;15(2):33-47. doi: 10.1300/j026v15n02_02.
While debate in the health care literature continues with respect to the role of marketing, many industries are adopting a broadened perspective which recognizes the comprehensive role which marketing may assume at a variety of levels within the organization: marketing as culture, marketing as strategy, and marketing as tactics. A national study of general service hospitals suggests that, in many hospitals, the marketing function is indeed transcending its functional boundaries through enculturation of a marketing orientation, involvement in the strategic process of the organization, and expansion of tactical marketing activities. Hospitals which adopt and support this broadened role of marketing are witnessing a positive effect on performance.
尽管医疗保健文献中关于营销作用的争论仍在继续，但许多行业正在采用一种更广泛的视角，这种视角认识到营销在组织内各个层面可能承担的全面作用：营销即文化、营销即战略、营销即策略。一项针对综合服务医院的全国性研究表明，在许多医院，营销职能确实正在通过营销导向的文化熏陶、参与组织的战略过程以及拓展战术营销活动来超越其职能边界。采用并支持这种扩大后的营销作用的医院正见证着对绩效的积极影响。
