MacStravic R E
Med Group Manage. 1981 Sep-Oct;28(5):11-2, 14-5.
Marketing has emerged in the literature of medical group management only recently, but to a significant degree. Typically, it is discussed in the context of developing new programs, such as industrial medicine services, or in terms of advertising and public relations. These are perfectly valid areas in which marketing applies, but by no means are they the limit of its potential contribution. Viewed in its broadest context, marketing may be employed to govern most, if not all, essential decisions and operations of the medical group--to plan and manage the group's overall success, prosperity, and survival.
市场营销最近才出现在医疗集团管理的文献中，但程度相当显著。通常，它是在开发新业务（如工业医疗服务）的背景下进行讨论的，或者是从广告和公共关系的角度来探讨。这些都是市场营销适用的完全合理的领域，但它们绝不是其潜在贡献的全部。从最广泛的背景来看，市场营销可用于管理医疗集团的大部分（如果不是全部）关键决策和运营——规划和管理集团的整体成功、繁荣和生存。
