How Market‐oriented is Your Service?

Abstract

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.

Citation

Hayden, V. (1992), "How Market‐oriented is Your Service?", Journal of Management in Medicine, Vol. 6 No. 1, pp. 5-10. https://doi.org/10.1108/02689239210008028