LifeSpan Inc.: Abbott Northwestern Hospital
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- Synopsis
- Raises the powerful issues of measuring marketing performance in a not-for-profit services setting. Also raises several interesting ethical issues. LifeSpan Inc., a Minneapolis based not-for-profit organization is the parent holding company of three hospitals and several health services corporations. Abbott Northwestern, LifeSpan's premier hospital, adopted a very market oriented approach to increase its share of a business that was both shrinking in size and becoming increasingly competitive. The company initiated a telemarketing advertising campaign which resulted in a flood of inquiries. The marketing group would like to nearly double the advertising budget; the board of directors would like some evidence that advertising, phone calls, inquiries, and other programs lead to filled beds and increased business.
- Copyright:
- 1986
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/03/16
- Copyrighted By:
- HBS
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.