Developing a Scale to Measure Hospital Sales Orientation.

Autor:	Sumrall, Delia A., Eyuboglu, Nermin, Ahlawat, Sucheta S.
Předmět:	SALES management MARKET orientation HOSPITAL administration HOSPITALS MENTAL orientation SALES executives MONETARY incentives SALES personnel MARKETING strategy MARKETING
Zdroj:	Journal of Health Care Marketing; Dec91, Vol. 11 Issue 4, p39-50, 12p, 6 Charts
Abstrakt:	The article discusses the need and ways that hospitals can develop an adequate sales program that will highlight the particular benefits of using the hospital's services. The authors developed a scale that would measure the effectiveness of the sales orientation of 136 hospitals. It is noted that the sales program should not compete but be balanced with the hospital's other marketing efforts including publicity, personal selling, and advertising. The difference in sales orientation between senior management and the sales managers is discussed. INSETS: Figure 1 Organizational and individual actions that are..;Figure 2 Method used to develop the hospital sales..;Figure 3 Hospital sales orientation and sales policy variables..
Databáze:	Complementary Index
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