Moxley, D.P. (2006). Core marketing competencies of the rehabilitation facility. Journal of Rehabilitation Administration, 30(2), 87-102.

Contemporary rehabilitation facilities increasingly operate within multiple social markets in which competitive forces make marketing an important organizational asset. This paper is an examination of the relevance of marketing and the social forces that heighten its strategic importance. While there are numerous marketing models the paper underscores the importance of core competencies, which can serve as the foundation of any facility's marketing approach. Six of these core competencies include: 1) understanding the needs and aspirations of the people the facility serves; 2) anticipating emerging needs and new markets; 3) translating needs and aspirations into rehabilitation products; 4) tracking user satisfaction; 5) communicating and building awareness; and 6) building and projecting image. How the facility's value proposition informs the organizational marketing approach and how organizational vision influences the development of future value propositions that are central to marketing facility image are also considered. A primary role of marketing is to help facilities communicate such propositions and achieve integrity consistent with them.