A systematic approach for healthcare marketing behaviour in developing countries: the case of Turkey

Talha Harcar and John E. Spillan

International Journal of Business and Systems Research, 2008, vol. 2, issue 2, 124-143

Abstract: This study investigates the impact of healthcare marketing on the wellness and preventive healthcare of Turkish citizens. The findings suggest a non-significant link between preventive healthcare behaviours and health knowledge. Moreover, those programmes instituted by the Public Health Ministry and other health-oriented businesses which have an impact on healthy lifestyle do not seem to be a total success. Evidently there is a different perspective that exists regarding the use of advertising and promotion campaigns to inform and educate citizens about the importance of healthcare.

Keywords: healthcare systems; systematic approach; preventive healthcare; healthcare marketing; health knowledge; wellness; Turkey; marketing behaviour; developing countries; healthy lifestyles; health promotion. (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbsre:v:2:y:2008:i:2:p:124-143

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