Hallums A
J Nurs Manag. 1994 May;2(3):135-42. doi: 10.1111/j.1365-2834.1994.tb00143.x.
This paper discusses how the concept of internal marketing can be applied within a health care organization. In order to achieve a market orientation an organization must identify the needs and wants of its customers and how these may change in the future. In order to achieve this, internal marketing is a necessary step to the implementation of the organizations marketing strategy. An outline plan for the introduction of an internal marketing programme within an acute hospital trust is proposed. The plan identifies those individuals and departments who should be involved in the planning and implementation of the programme. The benefits of internal marketing to the Trust are also considered.
本文探讨了内部营销概念如何在医疗保健机构中应用。为了实现市场导向，一个组织必须识别其客户的需求和期望以及这些需求和期望在未来可能如何变化。为了做到这一点，内部营销是组织实施营销策略的必要步骤。本文提出了在一家急症医院信托机构引入内部营销计划的概要方案。该方案确定了那些应参与该计划规划和实施的个人和部门。还考虑了内部营销给该信托机构带来的益处。
