The relationship between hospital marketing orientation and CEO satisfaction with the marketing function.J Hosp Mark. 1993; 7(2):33-46.JH
Although hospitals are placing more focus on the marketing function, there is still dissatisfaction reported by CEOs with the marketing function in hospital settings. The authors investigate the relationship between the marketing orientation of a hospital and CEO satisfaction with marketing. It was found that in those hospitals that are truly marketing oriented, CEO satisfaction with marketing is very positive.