Marketing: Can There Ever Be a Real Exchange of Values in the Health Service?
International Journal of Health Care Quality Assurance
ISSN: 0952-6862
Article publication date: 1 March 1993
Abstract
Offers many new ideas in the field of marketing, and argues that marketing is a complex, strategic thought process, based on an exchange of customer‐related values. A new model of need and want is offered, and developed into a strategic framework which considers the functional and perceptual nature of what is loosely termed “the delivery of care”. Argues that, in marketing terms, strategic focus in the NHS can only be achieved by getting close to the mind of the customer.
Keywords
Citation
Bennett, A.R. (1993), "Marketing: Can There Ever Be a Real Exchange of Values in the Health Service?", International Journal of Health Care Quality Assurance, Vol. 6 No. 3. https://doi.org/10.1108/09526869310038442
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited