Wrenn Bruce
School of Business and Economics, Indiana University South Bend, 1700 Mishawaka Avenue, South Bend, IN 46634, USA.
J Hosp Mark Public Relations. 2002;14(1):3-13. doi: 10.1300/J375v14n01_02.
Marketing is still viewed with some skepticism by some hospital administrators who wonder if marketing is needed when the hospital is in a benign competitive environment. This research seeks to investigate the contribution of a marketing orientation to hospital performance beyond what can be achieved by merely spending money on promotion or not facing stiff competition. Findings reveal that having an authentic market orientation makes a significant contribution to a hospital's success above what can be achieved through promotional budgets and lack of competition.
