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Journal cover: International Journal of Health Care Quality Assurance

International Journal of Health Care Quality Assurance

ISSN: 0952-6862

Online from: 1988

Subject Area: Health Care Management/Healthcare

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Marketing issues for the hospital industry


Document Information:
Title:Marketing issues for the hospital industry
Author(s):Yezdi H. Godiwalla, (Professor of Management, College of Business and Economics, University of Wisconsin-Whitewater, Whitewater, Wisconsin, USA), Shirley Y. Godiwalla, (Urologist Consultant, Wisconsin, USA)
Citation:Yezdi H. Godiwalla, Shirley Y. Godiwalla, (2002) "Marketing issues for the hospital industry", International Journal of Health Care Quality Assurance, Vol. 15 Iss: 1, pp.25 - 28
Keywords:Health care, Hospitals, Marketing, Services
Article type:Research Paper
DOI:10.1108/09526860210415588 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:The controls on payments by insurance companies and governmental agencies (Medicare, Medicaid, Title 19) to hospitals have led to restricted hospital services for patients. This situation has caused overcapacity in hospitals. Also, there is a surplus of both hospital capacity and doctors. However, there are frequent shortages of nurses and many other trained technical personnel. This situation has behavioral implications which are discussed in this paper.



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