Marketing and the management of change

Abstract

Two more unlikely bedfellows than marketing and the British National Health Service would have been difficult to find five years ago. Increasing demand, making a profit and competing for customers were less than burning issues for the NHS. However, now that discussion of such topics as internal markets, income generation and close co‐operation with the private health care sector is commonplace, marketing would appear to have a great deal more relevance to the public health care sector.

Citation

Farell, E. (1988), "Marketing and the management of change", Journal of Management in Medicine, Vol. 3 No. 2, pp. 144-151. https://doi.org/10.1108/eb060497