NHS Trust marketing: a survival guide
Journal of Marketing Practice: Applied Marketing Science
ISSN: 1355-2538
Article publication date: 1 June 1995
Abstract
Investigates the opportunities for marketers within the newly reformed NHS and gives a personal view of where the marketing emphasis should be placed in the early years of a trust. Examines the nature of the marketing challenge and outlines a typical trust culture and surrounding political environment, within which any marketing activity must take place. Argues that marketing must be seen as a core philosophy that permeates throughout the organization, reflected in a “top ten” of marketing activities for a new trust. Explores alternative implementation structures and recommends that the chief executive takes the marketing lead. Concludes by predicting the growth in power of purchasers and future mergers among providers.
Keywords
Citation
Crowther, C. (1995), "NHS Trust marketing: a survival guide", Journal of Marketing Practice: Applied Marketing Science, Vol. 1 No. 2, pp. 57-68. https://doi.org/10.1108/EUM0000000003885
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited