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Health Service Marketing: A Suggested Model

Gerald Zaltman¹; Ilan Vertinsky²

¹ Department of Marketing, Graduate School of Management, and Faculty Associate of the Center for the Interdisciplinary Study of Science and Technology at Northwestern University. · ² School of Public Health and Tropical Medicine, Tulane University, and is assistant professor of management science and resource ecology at the University of British Columbia.

What are the important psychosocial and behavioral variables in health marketing? How are they related? How do these variables manifest themselves in less developed countries? What are the sensitive areas for marketers of health products and services? The model presented in this article and the discussion of its major components address these and other questions. Important insight is provided into social marketing in a health context.

DOI

10.1177/002224297103500304

Volume

35 (3)

Pages

19-27

Language

en

Export

BibTeX

Sources

crossref openalex