References
- Christopher , M. , Payne , A. and Ballantyne , D. 1991 . Relationship Marketing. , Oxford : Butterworth‐Heinemann .
- Gardner, C. A. (1986) Dissertation proposal, George Washington University, Washington, D.C.
- Yorke , D. A. 1991 . Understanding Business Markets , Edited by: Ford , D. London : Academic Press .
- Gummesson , E. 1991 . Marketing orientation revisited: the crucial role of the part‐time marketer. . European Journal of Marketing , 25 ( 2 ) : 60 – 75 .
- Houston , F. S. 1986 . The marketing concept: what it is and what it is not. . Journal of Marketing , 50 : 81 – 87 .
- Kohli , A. K. and Jaworski , B. J. 1990 . Market orientation: the construct, research propositions and managerial Implications. . Journal of Marketing , 54 : 1 – 18 .
- Kotier , P. and Clarke , R. 1987 . Marketing for Health Care Organizations. , New Jersey : Prentice‐Hall .
- McNulty , T. H. and Whittington , R. 1992 . Putting the marketing into R&D. . Marketing Intelligence and Planning , 10 ( 9 ) : 10 – 16 .
- MacIntyre , A. 1990 . After Virtue: A Study in Moral Theory. , London : Duckworth .
- Rushton , A M. and Carson , D. J. 1989 . The marketing of services: managing the intangibles . European Journal of Marketing , 23 ( 8 ) : 23 – 44 .
- Scrivens , E. 1991 . Is there a role for marketing in the public sector? . Public Money & Management , 11 ( 2 ) : 17 – 25 .
- Sheaff , R. 1991a . Marketing For Health Services. , Milton Keynes : Open University Press .
- Sheaff , R. 1991b . Marketing in the National Health Service: prospects and variants. . Public Money & Management , 11 ( 2 ) : 25 – 32 .
- Thompson , D. 1987 . Coalitions and conflict in the National Health Service. . Sociology of Health and Illness , 9 ( 2 ) : 127 – 153 .
- Yorke , D. A. 1990 . Developing an interactive approach to the marketing of professional services
- Yorke , D. A. 1991 . Understanding Business Markets , Edited by: Ford , D. London : Academic Press .