Strength in Numbers

Antonucci, Donald; Kono, Ken
December 2005
Marketing Health Services;Winter2005, Vol. 25 Issue 4, p30
Academic Journal
The article presents an exploration into the benefits of implementing cross-functional teams (CFTs) in health care service marketing. A brief overview of the organizational need for CFTs is provided, but its general absence from marketing management is noted. Several primary and secondary advantages to employing CFTs for marketing are given. Primary core benefits include more broadly market sensitive decisions, time efficiency, and rapid response to competitive reaction. Side benefits mentioned include enhanced informal communication structures within the organization, the promotion of group learning, and improvements in data collection and analysis.


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