eir product is, who their market is, and what their customers expect. As these central issues are brought into line and into congruence, the hospital will be able to apply additional marketing techniques that will enable it to take full advantage of having a clear mission and a plan for accomplishing that mission.
Keith, Jon G. (Marketing Health Care: What the Recent Literature is Telling Us.( Hospital & Health Services Administration (Special II 1981): 66-84.
In this article, the author attempts to help hospital administrators avoid loss of funding or revenue by avoiding excess capacity. Although the industry under discussion is the health care industry, excess capacity is an issue that plagues a number of businesses. The strategies that Keith recommends for avoiding such a situation are strategies that were developed in other areas, but which can effectively be applied to health care.
Keith finds that hospitals have been slow to accept the idea that marketing principles can be applied to their business, or even to recognize that they are in busine
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