IMPLEMENTING MARKETING IN NHS HOSPITALS

This article reports on recent experience of marketing in NHS hospital s. It is argued that the effective implementation of marketing depends on the development of a marketing process, a marketing function and a marketing philosophy. Effective marketing is hampered by poor communi cation, information and control mechanisms; and there is insufficient awareness of the idea of 'relationship marketing'. Marketing functions need to be organized so that roles and responsibilities are shared th rough a partnership between some doctors acting as part-time marketers and the full-time marketing staff.