Abstract
Physicians practice in a constantly changing environment, exacerbating the need for strategic marketing planning. The evolution of marketing planning within the medical industry parallels that of other industries in some respects, yet, in most instances it has not reached the level of sophistication necessary to be an effective tool. There are distinct barriers that impinge upon the marketing planning process within medical practices. Identifying and removing those barriers can facilitate the implementation of strategic marketing planning within medical practices, thereby contributing to their future viability in the market.
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