Abstract
This paper explores the concept of the marketing audit and its applicability to the health care industry. The authors emphasize the importance of this tool for the health care administrator in light of increasing costs, intensifying competition, and more complex regulation. Examples of how the audit operates in a health care facility are provided throughout the paper.
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© 2015 Academy of Marketing Science
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Joyce, M.L., Krentler, K.A. (2015). A Close Look at the Options in the Health Care Industry: The Marketing Audit. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_40
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DOI: https://doi.org/10.1007/978-3-319-16946-0_40
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16945-3
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