Marketing orientation in hospitals: findings from a multi-phased research study.

It is clear from numerous studies conducted over a wide variety of industries that marketing-oriented organizations perform better than those that do not adopt this business philosophy. Recent studies have confirmed this finding in healthcare organizations as well. What is now coming to light is the way in which a marketing orientation does contribute to better performance in hospitals, and the difficulties marketers face in getting recognition of that fact by non-marketers in their organization. This article reports on a multi-phased research study of the implementation of marketing-oriented behaviors in a hospital setting.