The effect of strategic marketing planning practices on performance: a study of Australian private hospitals

Paper

Hopper, Tiana, Ogunmokun, Gabriel and McClymont, Hoda. 2005. "The effect of strategic marketing planning practices on performance: a study of Australian private hospitals." Shehadie, Elias (ed.) Australasian Business and Behavioural Sciences Association Conference 2005 (ABBSA 2005). Cairns, Australia 05 - 07 Aug 2005 Australia.
Paper/Presentation Title

The effect of strategic marketing planning practices on performance: a study of Australian private hospitals

Presentation TypePaper
AuthorsHopper, Tiana (Author), Ogunmokun, Gabriel (Author) and McClymont, Hoda (Author)
EditorsShehadie, Elias
Journal or Proceedings TitleProceedings of the Australasian Business and Behavioural Sciences Association Conference (ABBSA 2005)
Number of Pages10
Year2005
Place of PublicationAustralia
ISBN0646450328
Conference/EventAustralasian Business and Behavioural Sciences Association Conference 2005 (ABBSA 2005)
Event Details
Australasian Business and Behavioural Sciences Association Conference 2005 (ABBSA 2005)
Event Date
05 to end of 07 Aug 2005
Event Location
Cairns, Australia
Abstract

Although many marketing text books and a number of studies claim that strategic marketing planning can help firms improve their organizational performance, little or no study particularly in Australia has examined the effect of strategic marketing planning practices on private hospitals. This paper aims to present the results of a study that addressed whether strategic marketing planning practice is related to private hospitals organizational performance.

Keywordsmarketing strategies; private hospitals; organizational performance
ANZSRC Field of Research 2020350606. Marketing research methodology
429999. Other health sciences not elsewhere classified
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsUniversity of Southern Queensland
School of Management and Marketing
Department of Marketing and Tourism
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