Case Study, Health sciences and medicine Non-profit Marketing
A.Compare and contrast marketing techniques among for profit vs. non-profit organizations.
B.Suppose that you are the manager of a start-up health care organization that previously had a for-
profit structure, but has achieved non-profit status. Describe how you would change your marketing
Hall, M. (2008). Non-profit Health Care Services Marketing: Persuasive Messages Based on
Multidimensional Concept Mapping and Direct Magnitude Estimation. Health Marketing Quarterly(26),
McPherson, B. (2008, Fall) Dialogue: Advertising by Nonprofit Health Care Organizations. Inquiry-
Excellus Health Plan, 45(3), 256-262. Retrieved from ProQuest on 11/21/2012.
Ashill, N.J., Carruthers, J. & Krisjanous, J. (2006, Nov.). The effect of management commitment to service
quality on frontline employees' affective and performance outcomes: an empirical investigation of the
New Zealand public healthcare sector. International Journal of Nonprofit and Voluntary Sector
Marketing, 11(4), 271-287. Retrieved from ProQuest on 11/21/2012.
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