An investigation into the relevance of emerging marketing strategy in regional Queensland hospitals

Paper


Hopper, Tiana, Erwee, Ronel and Hastings, Kathy. 2007. "An investigation into the relevance of emerging marketing strategy in regional Queensland hospitals." Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen (ed.) ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop. Dunedin, New Zealand 30 Nov - 02 Dec 2007 Dunedin, New Zealand.
Paper/Presentation Title

An investigation into the relevance of emerging marketing strategy in regional Queensland hospitals

Presentation TypePaper
AuthorsHopper, Tiana (Author), Erwee, Ronel (Author) and Hastings, Kathy (Author)
EditorsThyne, Maree, Deans, Kenneth R. and Gnoth, Juergen
Journal or Proceedings TitleProceedings of the 2007 Australian and New Zealand Marketing Academy Conference (ANZMAC 2007)
Number of Pages7
Year2007
Place of PublicationDunedin, New Zealand
ISBN9781877156299
Web Address (URL) of Paperhttp://conferences.anzmac.org/ANZMAC2007/papers/THopper_1.pdf
Conference/EventANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop
Event Details
ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop
Event Date
30 Nov 2007 to end of 02 Dec 2007
Event Location
Dunedin, New Zealand
Abstract

The purpose of this paper is to propose a conceptual framework investigating the relevance of emerging marketing strategy. The research is presented in the context of the health care industry, specifically regional Queensland hospitals. Through focusing on emerging marketing strategy and its relevance, this paper provides a conceptual model that examines the strategy components of environment, implementation and evaluation and control. The investigation of the use of emerging marketing strategy in regional Queensland hospitals is of importance as the view of marketing in health care tends to be misinterpreted.

Keywordshealth; marketing strategy; emergence; environment; implementation; evaluation and control
ANZSRC Field of Research 2020429999. Other health sciences not elsewhere classified
420603. Health promotion
350605. Marketing management (incl. strategy and customer relations)
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Byline AffiliationsOffice of Research
School of Management and Marketing
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Strydom, Jacques B. and Erwee, Ronel. 1998. Diversity management in South African companies. Toowoomba, Australia. University of Southern Queensland.
Integrating diversity management initiatives with strategic human resource management
Erwee, Ronel. 2003. Integrating diversity management initiatives with strategic human resource management. Toowoomba, Australia. University of Southern Queensland.
Forming and maintaining cross-cultural interorganisational networks
Erwee, Ronel, Perry, Chad and Tidwell, Paula. 1999. "Forming and maintaining cross-cultural interorganisational networks." Lee, Sang, Old, Geoff and Reddy, Narendra (ed.) Pan Pacific Conference XVI . Fintel, Fiji 31 May - 03 Jun 1999
IHRM approaches of German MNEs and their subsidiaries in Thailand, Indonesia and Singapore
Stehle, Wolfgang and Erwee, Ronel. 2005. "IHRM approaches of German MNEs and their subsidiaries in Thailand, Indonesia and Singapore." Qumrul, Alam (ed.) 2005 Australia and New Zealand International Business Academy Conference (ANZIBA 2005). Melbourne, Australia 10 - 11 Nov 2005 Melbourne, Australia.
Knowledge exchange in a regional network
Lake, Peter and Erwee, Ronel. 2005. "Knowledge exchange in a regional network." International Journal of Organisational Behaviour. 9 (6), pp. 642-658.
Evaluating a virtual team assignment in a distance education course
Erwee, Ronel. 2005. "Evaluating a virtual team assignment in a distance education course." International Journal of Business and Management Education. 13 (1), pp. 1-20.
The effect of strategic marketing planning practices on performance: a study of Australian private hospitals
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.
Strategy implementation and organizational performance: a study of private hospitals
Ogunmokun, Gabriel, Hopper, Tiana and McClymont, Hoda. 2005. "Strategy implementation and organizational performance: a study of private hospitals." Shehadie, Elias (ed.) Australasian Business and Behavioural Sciences Association Conference 2005 (ABBSA 2005). Cairns, Australia 05 - 07 Aug 2005 Australia.