Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/28386
Full metadata record
DC FieldValueLanguage
dc.contributor.authorMcIntosh, Bryanen_UK
dc.contributor.authorBouteri, Stavroulaen_UK
dc.date.accessioned2018-12-13T01:00:43Z-
dc.date.available2018-12-13T01:00:43Z-
dc.date.issued2017-09-02en_UK
dc.identifier.urihttp://hdl.handle.net/1893/28386-
dc.description.abstractParticipants in the study were major pharmaceutical companies, it was striking to note that the prevalence of a short sales rather than strategic marketing orientation at senior management and Board level. Symptomatic of this result was the general finding that a businesses's intended overall strategy was rarely translated into expected results. A critical reason emerged – a disconnection between key stakeholders in the communication of strategy. While many businesses had internal communication functions, there was a lack of clarity about organisational fit and role. The findings suggested that businesses should embrace a broader marketing strategy and more specifically apply ‘marketing like activities’ or tried and tested marketing tools to their internal stakeholder market so as to mirror communication to external markets. The recommendations suggest a working model as a basis for a ‘trialogue’ between internal stakeholders, strategic leadership and external markets in the context of a business's strategy.en_UK
dc.language.isoenen_UK
dc.publisherMark Allen Groupen_UK
dc.relationMcIntosh B & Bouteri S (2017) Healthcare marketing: Does marketing strategy address essential markets?. British Journal of Healthcare Management, 23 (9), pp. 433-437. https://doi.org/10.12968/bjhc.2017.23.9.433en_UK
dc.rightsThe publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.en_UK
dc.subjectEssential marketsen_UK
dc.subjecthealthcare marketingen_UK
dc.subjectmarketing strategyen_UK
dc.titleHealthcare marketing: Does marketing strategy address essential markets?en_UK
dc.typeJournal Articleen_UK
dc.rights.embargodate2999-12-31en_UK
dc.rights.embargoreason[BJHCM_24_9_433_437.pdf] The publisher does not allow this work to be made publicly available in this Repository therefore there is an embargo on the full text of the work.en_UK
dc.identifier.doi10.12968/bjhc.2017.23.9.433en_UK
dc.citation.jtitleBritish Journal of Healthcare Managementen_UK
dc.citation.issn1759-7382en_UK
dc.citation.issn1358-0574en_UK
dc.citation.volume23en_UK
dc.citation.issue9en_UK
dc.citation.spage433en_UK
dc.citation.epage437en_UK
dc.citation.publicationstatusPublisheden_UK
dc.citation.peerreviewedRefereeden_UK
dc.type.statusVoR - Version of Recorden_UK
dc.contributor.funderUniversity of Bradforden_UK
dc.author.emailbryan.mcintosh@stir.ac.uken_UK
dc.citation.date12/09/2017en_UK
dc.contributor.affiliationUniversity of Bradforden_UK
dc.contributor.affiliationUniversity of Bradforden_UK
dc.identifier.wtid1056691en_UK
dc.contributor.orcid0000-0002-4872-170Xen_UK
dc.date.accepted2017-08-31en_UK
dc.description.refREF Eligible with Permitted Exceptionen_UK
dc.date.filedepositdate2018-12-12en_UK
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles

Files in This Item:
File Description SizeFormat 
BJHCM_24_9_433_437.pdfFulltext - Published Version204.93 kBAdobe PDFUnder Permanent Embargo    Request a copy


This item is protected by original copyright



Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact library@stir.ac.uk providing details and we will remove the Work from public display in STORRE and investigate your claim.