Causes a powerful measurement issues marketing performance in not-for-profit service settings. Also some interesting ethical questions. Lifespan Inc, Minneapolis-based not-for-profit organization is the parent holding company of three hospitals and several health care corporations. Abbott Northwestern, premier hospital Life adopted a very market-based approach to increase its stake in the business, which was simultaneously reduced in size and become more competitive. The company initiated a telemarketing campaign advertising, which led to the request thread. Marketing team would like to nearly double the advertising budget.; The Board of Directors would like to get the evidence that advertising, telephone calls, inquiries and other programs that lead to a full bed and an increase in business "Hide
by Melvin A. Menezes Source: Harvard Business School 20 pages. Publication Date: December 30, 1986. Prod. #: 587104-PDF-ENG
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