An Empirical Study on the Use of Promotion in Hospitals
Description:
The role of marketing and marketing communication in hospitals has grown in the last decade. The need for hospitals to make careful decisions about their marketing communication efforts is mandated, given the changes taking place in the hospital industry. The purpose of this dissertation was to conduct empirical research to determine whether for-profit and non-profit hospitals perceive and utilize promotion as a marketing strategy element. The two steps taken included: identifying important fac…
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Date:
December 1988
Creator:
Gopalakrishna, Pradeep
Partner:
UNT Libraries