An investigation into the relevance of emerging marketing strategy in regional Queensland hospitals
Paper
Paper/Presentation Title | An investigation into the relevance of emerging marketing strategy in regional Queensland hospitals |
---|---|
Presentation Type | Paper |
Authors | Hopper, Tiana (Author), Erwee, Ronel (Author) and Hastings, Kathy (Author) |
Editors | Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen |
Journal or Proceedings Title | Proceedings of the 2007 Australian and New Zealand Marketing Academy Conference (ANZMAC 2007) |
Number of Pages | 7 |
Year | 2007 |
Place of Publication | Dunedin, New Zealand |
ISBN | 9781877156299 |
Web Address (URL) of Paper | http://conferences.anzmac.org/ANZMAC2007/papers/THopper_1.pdf |
Conference/Event | ANZMAC 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. |
Keywords | health; marketing strategy; emergence; environment; implementation; evaluation and control |
ANZSRC Field of Research 2020 | 429999. Other health sciences not elsewhere classified |
420603. Health promotion | |
350605. Marketing management (incl. strategy and customer relations) | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | Office of Research |
School of Management and Marketing |
https://research.usq.edu.au/item/9yq6v/an-investigation-into-the-relevance-of-emerging-marketing-strategy-in-regional-queensland-hospitals
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