Megamarketing strategies for health care services

Mary F Mobley, Ralph L. Elkins

Research output: Contribution to journalArticle

2 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)13-19
Number of pages7
JournalHealth Marketing Quarterly
Volume7
Issue number1-2
DOIs
StatePublished - Jan 1 1990

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ASJC Scopus subject areas

  • Marketing
  • Health Professions(all)

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