Chapter 2 introduces the basic marketing concepts that are utilized in healthcare and other industries. For those who are new to healthcare marketing, this will provide an introduction to the basics. For those with marketing experience, this section will reframe marketing concepts within the healthcare context. Marketing veterans will find the discussion of these concepts useful in explaining these concepts to health professionals with little experience with marketing.
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© 2008 Springer Science+Business Media, LLC
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(2008). The Basics of Marketing. In: Health Services Marketing. Springer, New York, NY. https://doi.org/10.1007/978-0-387-73606-8_2
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DOI: https://doi.org/10.1007/978-0-387-73606-8_2
Publisher Name: Springer, New York, NY
Print ISBN: 978-0-387-73604-4
Online ISBN: 978-0-387-73606-8
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