Chapter 1 provides an introduction to marketing for health professionals. Although marketing has a long history in other industries, it is a relatively recent phenomenon in healthcare. In this chapter the case for marketing is made and what marketing can and can’t do is discussed. The chapter offers guidance on who should do marketing and when they should do it.
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© 2008 Springer Science+Business Media, LLC
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(2008). Introduction to Healthcare Marketing. In: Health Services Marketing. Springer, New York, NY. https://doi.org/10.1007/978-0-387-73606-8_1
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DOI: https://doi.org/10.1007/978-0-387-73606-8_1
Publisher Name: Springer, New York, NY
Print ISBN: 978-0-387-73604-4
Online ISBN: 978-0-387-73606-8
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