Personal selling in health care organizations: A status report

Academic Article

Abstract

  • The authors report the state of the art of personal selling in health care organizations in the United States. The research was conducted through the use of a previously validated sales orientation index, administered to various types of health care organizations. The findings indicate that personal selling is far from being a fully integrated promotional tool in the health care industry. Differences in the sales orientation of health care organizations are found to be related to environmental and organizational factors.
  • Authors

    Published In

    Author List

  • Bowers MR; Powers TL
  • Start Page

  • 19
  • End Page

  • 27
  • Volume

  • 11
  • Issue

  • 3