Health marketing: Toward an integrative perspective

Dominique Crié and Jean-Charles Chebat

Journal of Business Research, 2013, vol. 66, issue 1, 123-126

Abstract: This paper pinpoints what health marketing exactly covers and to places this nascent field in an integrated perspective. The ongoing evolution of medicine, technologies, health systems and role of various actors leads to a new grid of lecture of the domain. Marketing has been discarded of health since a long time but now becomes one of its best supports. Five original contributions about this field are then introduced.

Keywords: Health; Integration; Marketing; Medicine (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:1:p:123-126

DOI: 10.1016/j.jbusres.2012.09.002

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