An Application of the Marketing Process to Eisenhower Army Medical Center.
Abstract
Dwight David Eisenhower Army Medical Center (DDEAMC) has reorganized itself along product lines in order to streamline services and provide appropriate care on a regional basis. Known as product line management in the civilian sector, it attempts to focus on specific products and markets in a specialist strategy. One technique utilized in the civilian sector that decentralizes the marketing function along produc lines is the czar approach. Using this approach, those that are closest to the customer are responsible for marketing products. The theory is they know their customers and are in a better position to respond to the wants and expectations of the customer. The purpose of this study was to identify responsibility of marketing at DDEAMC, provide an explanation of marketing and how it can be used at DDEAMC. Promotional activities, specifically publicity, constitute a large portion of the marketing effort instituted at DDEAMC. These efforts are organized by the Public Affairs Officer (PAO) and at times involve coordination with the Directorates. By utilizing a segment manager and the expertise of the PAO, a more comprehensive promotional effort will be implemented.
Document Details
- Document Type
- Technical Report
- Publication Date
- Jul 01, 1997
- Accession Number
- ADA372047
Entities
People
- Brian P. Thompson