Market Segmentation in Health Care Marketing

Gamini Gunawardane

Chapter 8 in Modern Health Care Marketing, 2020, pp 197-226 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The following sections are included:Market Segmentation — Definition and OverviewNeed for Market Segmentation in Health Care MarketingCharacteristics of a Segment to be Useful in Formulating Health Care Marketing StrategyGeneric Market Segmentation MethodsTypes of Market Segmentation Commonly Used in Health Care MarketingCustomer-Centric SegmentationAnalytical Techniques for Segmenting a Health Care MarketUsing Segmentation ResultsReferencesSuggested Additional ReadingsSpecialized Texts on Statistical Techniques for Market Research and Market Segmentation

Keywords: Health Care; Health Care Services; Health Care Marketing; Services Marketing (search for similar items in EconPapers)
JEL-codes: I10 (search for similar items in EconPapers)
Date: 2020
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