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

Hopper, Tiana and Ogunmokun, Gabriel and McClymont, Hoda (2005) The effect of strategic marketing planning practices on performance: a study of Australian private hospitals. In: Australasian Business and Behavioural Sciences Association Conference (ABBSA 2005), 5-7 Aug 2005, Cairns, Australia.

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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.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors retain copyright.
Depositing User: epEditor USQ
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 11 Oct 2007 00:17
Last Modified: 25 Sep 2013 01:44
Uncontrolled Keywords: marketing strategies; private hospitals; organizational performance
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150504 Marketing Measurement
11 Medical and Health Sciences > 1117 Public Health and Health Services > 111799 Public Health and Health Services not elsewhere classified
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/213

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