To what extent did SBH research the needs of its audience prior to developing a marketing strategy? Does it appear that SBH has an overall marketing plan? Does it appear that SBH had a significant grasp of the nature of marketing?
Southern Baptist Hospital (SBH) had long resisted the use of marketing, believing it was not an appropriate activity for a nonprofit organization. By the mid-1980s, however, the erosion of its market share due to growing competition forced SBH to adopt an aggressive marketing strategy. Its primary initiative was a campaign of television advertisements aimed to […]