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In this article the authors examine how the concept of market orientation is being applied to hospitals. They suggest that there are five primary ways that hospitals react to the idea of marketing ranging from a perspective that views it as a waste of money that could be better spent caring for sick individuals to more optimistic views that embrace marketing and are still experimenting with various methods of marketing. They suggest that, as an overall concept, market orientation is still relatively unclear in the hospital industry and that greater research is needed to prove the effectiveness of marketing as well as the idea of market intelligence. INSETS: HOW THE STUDY WAS CONDUCTED;EXECUTIVE HIGHLIGHTS.