Abstract
Professors of marketing are prone to employ Ralph Waldo Emerson’s classic adage in introducing their courses: “If a man ... make a better mousetrap ... the world will beat a path to his door!” These instructors cite Emerson not to agree but to disagree: it is not true that a good product necessarily means success in business. Without proper marketing, the professors say, the path to the Better Mousetrap Corporation will quickly become hidden in underbrush.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 1978 Springer-Verlag New York Inc.
About this chapter
Cite this chapter
Giller, D.R. (1978). Hospitals Face a Marketing Future. In: Egdahl, R.H., Walsh, D.C. (eds) Health Services and Health Hazards. Springer Series on Industry and Health Care, vol 4. Springer, New York, NY. https://doi.org/10.1007/978-1-4612-9948-6_11
Download citation
DOI: https://doi.org/10.1007/978-1-4612-9948-6_11
Publisher Name: Springer, New York, NY
Print ISBN: 978-0-387-90335-4
Online ISBN: 978-1-4612-9948-6
eBook Packages: Springer Book Archive