The first concerns of any marketer are the nature of the product being marketed and the characteristics of the customers to whom it is being marketed. This chapter addresses the issues involved in defining and packaging healthcare products and determining the characteristics of potential customers. Different ways of segmenting the target audience are presented.
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© 2008 Springer Science+Business Media, LLC
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(2008). Healthcare Products and Customers. In: Health Services Marketing. Springer, New York, NY. https://doi.org/10.1007/978-0-387-73606-8_6
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DOI: https://doi.org/10.1007/978-0-387-73606-8_6
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