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dc.contributor.authorMcIntosh, Bryanen_UK
dc.contributor.authorBouteri, Stavroulaen_UK
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.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.
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.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.citation.jtitleBritish Journal of Healthcare Managementen_UK
dc.type.statusVoR - Version of Recorden_UK
dc.contributor.funderUniversity of Bradforden_UK
dc.contributor.affiliationUniversity of Bradforden_UK
dc.contributor.affiliationUniversity of Bradforden_UK
dc.description.refREF Eligible with Permitted Exceptionen_UK
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles

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