TY - JOUR
T1 - Megamarketing strategies for health care services
AU - Mobley, Mary F.
AU - Elkins, Ralph L.
N1 - Funding Information:
Marketers have been traditionally trained to analyze and coordinate the classical four-component marketing mix: product, price, place and promotion. They have emphasized the important task of appealing to end users by creating a coordinated, cost-effective blend of these largely controllable variables. However, Kotler (1986) questions the completeness and total utility of this approach by suggesting that many of the more difficult problems associated Maw F. Moblev is Associate Professor of Marketing. School of Business Administration, ~ u ~ sCtolalege, Augusta, GA 30910. ~ i l L~. Ehlkins is Research Psychologist, Veterans Administration Medical Center and Associate Professor of Psychiatry (Psychology), Department of Psychiatry and Health Behavior, Medical College of Georgia, Augusta. GA 30910. Preparation of this report was supported in part by salary funding from the Medical Research Service of the Veterans Administration. Address correspondence to Mary F. Mobley, at the address which appears above. Note: This paper is a revised version of an article that originally appeared in the Journal of Marketing for Mental Health. 1989, Vol. 2(1), 93-103, under the incorrect title, "Overview of Practical Marketing Considerations for Private Practicing Psychiatrists."
PY - 1990/1/1
Y1 - 1990/1/1
N2 - Megamarketing, as coined by Kotler (1968), is a strategic way of thinking which takes an enlarged view of the skills and resources needed to enter and operate in obstructed or protected markets. The concept of megamarketing emphasizes the mastering and coordination of economic, psychological, political, and public relation skills and suggest that organizations can take a proactive stance in shaping macroenvironmental conditions. As health care delivery is characterized by a highly regualted environment, this marketing approach has definite applications for the health care marketer.
AB - Megamarketing, as coined by Kotler (1968), is a strategic way of thinking which takes an enlarged view of the skills and resources needed to enter and operate in obstructed or protected markets. The concept of megamarketing emphasizes the mastering and coordination of economic, psychological, political, and public relation skills and suggest that organizations can take a proactive stance in shaping macroenvironmental conditions. As health care delivery is characterized by a highly regualted environment, this marketing approach has definite applications for the health care marketer.
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U2 - 10.1300/J026v07n01_03
DO - 10.1300/J026v07n01_03
M3 - Article
C2 - 10106844
AN - SCOPUS:0025041904
SN - 0735-9683
VL - 7
SP - 13
EP - 19
JO - Health Marketing Quarterly
JF - Health Marketing Quarterly
IS - 1-2
ER -