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

Hopper, Tiana and Erwee, Ronel and Hastings, Kathy (2007) An investigation into the relevance of emerging marketing strategy in regional Queensland hospitals. In: ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance, 3-5 Dec 2007, Dunedin, New Zealand.

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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.


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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: Mrs Tiana Gurney
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 14 Apr 2008 00:27
Last Modified: 02 Jul 2013 23:01
Uncontrolled Keywords: health; marketing strategy; emergence; environment; implementation; evaluation and control
Fields of Research (FOR2008): 11 Medical and Health Sciences > 1199 Other Medical and Health Sciences > 119999 Medical and Health Sciences not elsewhere classified
11 Medical and Health Sciences > 1117 Public Health and Health Services > 111712 Health Promotion
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/4054

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