How to Set the Hospital's Marketing Budget, Journal of Health Care Marketing
In this article the author focuses on how to organize a hospital's marketing budget. The author states that hospital administrators should not focus on advertising costs until they have implemented quality standards in its facilities, food, and staff-patient relations. The author also discusses the importance of separating public relations expenditures from the other marketing expenditures.
Kotler, Philip. 1986. How to Set the Hospital's Marketing Budget. Journal of Health Care Marketing. 6(1): 7-12.