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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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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