Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 31 August 1988
Length: 20 pages
Data source: Field research
Share a link:
https://casecent.re/p/47740
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
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.
Location:
Industry:
Size:
Mid-size, USD211 million revenues
Other setting(s):
1986
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 16 January 1989
Length: 24 pages
Spanish language
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 31 August 1988
Length: 21 pages
Data source: Field research
About
Abstract
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.
Settings
Location:
Industry:
Size:
Mid-size, USD211 million revenues
Other setting(s):
1986
Related
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 16 January 1989
Length: 24 pages
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 31 August 1988
Length: 21 pages
Data source: Field research