TY  - JOUR
AB  - This article examines and comments on the role of clinical directors in the NHS (UK), with specific reference to the relevance of a strategic marketing emphasis. It utilises qualitative methodologies to collect data from stakeholders ‐ in particular, clinical directors and other managers ‐ from two NHS trust hospitals. It examines the extent to which a marketing approach is applicable to clinical managers working in these two hospitals. It utilises a conceptual framework devised by Kottler and Andreason, to highlight whether a marketing approach is, in fact, utilised by these managers. It suggests that a strategic marketing approach (based upon relationships), remains relevant to clinical management, notwithstanding recent changes in government policy.
VL  - 12
IS  - 2
SN  - 0268-9235
DO  - 10.1108/02689239810227146
UR  - https://doi.org/10.1108/02689239810227146
AU  - Willcocks Stephen
AU  - Conway Tony
PY  - 1998
Y1  - 1998/01/01
TI  - Strategic marketing and clinical management in health care: a possible way forward
T2  - Journal of Management in Medicine
PB  - MCB UP Ltd
SP  - 120
EP  - 134
Y2  - 2024/04/16
ER  -