Does marketing relate to hospital profitability? Academic Article uri icon


  • The authors examine the relationship of hospitals' marketing activities--including the use of market intelligence activities, interfunctional coordination activities, and organizational responsiveness activities--to financial performance. The results suggest it would be valuable to hospital marketing managers to adopt a data-driven, proactive management style that incorporates a teamwork emphasis to improve their hospital's financial performance.

publication date

  • January 1, 1993