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Biomedical subjects

N K Malhotra

Publications and source records attributed to N K Malhotra.

12 recordsLinked to original sources
PubMed1989

Decision support systems for health care marketing managers.

Health care organizations are encouraged to implement decision support systems geared to meeting the challenges of tomorrow. The author outlines a decision support system (DSS) and illustrates its usefulness for health care marketing managers. A schematic representation of a DSS is described. Applications of DSS in strategic marketing and planning, product, promotion, pricing, and distribution decisions are discussed. Potential problems of integrating DSS into the health care organization are identified and some useful guidelines for implementation are offered.

Decision Support Systems, Management↗
PubMed1989

Segmenting hospitals for improved management strategy.

The author presents a conceptual framework for the a priori and clustering-based approaches to segmentation and evaluates them in the context of segmenting institutional health care markets. An empirical study is reported in which the hospital market is segmented on three state-of-being variables. The segmentation approach also takes into account important organizational decision-making variables. The sophisticated Thurstone Case V procedure is employed. Several marketing implications for hospitals, other health care organizations, hospital suppliers, and donor publics are identified.

Data Collection↗
PubMed1988

Health care marketing warfare.

As in military war, a firm may respond to the very competitive health care environment by either attacking one or more competitors or defending itself. The various attack and defense strategies available are described and illustrated in the context of health care marketing. The author concludes with some observations on implementing marketing warfare in health care.

Consumer Behavior↗
PubMed1987

A marketing orientation to modeling the hospital-supplier interface: a probabilistic approach.

The author adopts a marketing orientation to model the hospital-supplier interface. A probabilistic approach using logit models is employed. Internal validity of the models estimated is examined and found to be satisfactory. The implications of the modeling process and findings for both hospitals and linen service contractors are discussed. The study reported is the second in a programmatic inquiry. The results of the first study were reported in the March 1986 issue of this journal.

Bedding and Linens↗
PubMed1986

Marketing linen services to hospitals: a conceptual framework and empirical investigation.

In light of the recent diagnosis related groups of illnesses (DRG) regulation, a very timely problem must be addressed concerning how linen service contractors can increase their penetration into the health care market. A conceptual framework is developed to understand the decision making porcess of hospitals with respect to linen services. An empirical investigation is reported, which assesses the relative importance of the factors involved in various phases of the decision making process using Thurstone's Case V analysis. Implications of the findings are discussed.

Bedding and Linens↗
PubMed1983

Stochastic modeling of consumer preferences for health care institutions.

This paper proposes a stochastic procedure for modeling consumer preferences via LOGIT analysis. First, a simple, non-technical exposition of the use of a stochastic approach in health care marketing is presented. Second, a study illustrating the application of the LOGIT model in assessing consumer preferences for hospitals is given. The paper concludes with several implications of the proposed approach.

Community Participation↗