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How Market‐oriented is Your Service?

Virginia Hayden (Nuffield Institute for Health Services Studies, University of Leeds, UK)

Journal of Management in Medicine

ISSN: 0268-9235

Article publication date: 1 January 1992


Describes how a marketing orientation can enable health care organizations to plan the service provision most likely to meet consumer need and to be both effective and efficient. The author offers a model to explain the different approaches that organizations may choose to take to manage the market and explains why a market orientation is the most appropriate approach whether or not the organization is concerned with financial profit.



Hayden, V. (1992), "How Market‐oriented is Your Service?", Journal of Management in Medicine, Vol. 6 No. 1, pp. 5-10.




Copyright © 1992, MCB UP Limited