Journal of Consumer Marketing: Volume 19 Issue 7

Loyalty strategy development using applied member‐cohort segmentation

Steven Cooley

Marketers in service industries face challenges similar to those in packaged and durable goods. However, the approach to these challenges is often quite different. This case study…

Primary care physicians’ attitudes toward direct‐to‐consumer advertising of prescription drugs: still crazy after all these years

David P. Paul, Amy Handlin, Angela D’Auria Stanton

Based upon a national random sample of primary care physicians, this study updates earlier investigations of direct‐to‐consumer (DTC) advertising of prescription pharmaceutical…

Patient/enrollee satisfaction with healthcare and health plan

Karin Braunsberger, Roger H. Gates

The findings of the present study show that healthier patients, older patients, males, those with a lower level of education, those who perceive system performance to be high and…

Buyer beliefs, attitudes and behaviour: foods with therapeutic claims

Suku Bhaskaran, Felicity Hardley

Builds on past studies in the USA and assesses the market potential for functional goods through investigating consumer needs and attitudes. Aims to add to past research through…

Using data mining/data repository methods to identify marketing opportunities in health care

Edward Rafalski

Using data mining techniques, opportunities for improving continuity of care, improving patient satisfaction, and enhancing system revenue were discovered at Sinai Health System…

The American Hospital Association’s Annual Survey of Hospitals: a critical appraisal

Ross Mullner, Kyusuk Chung

Data from the American Hospital Association’s Annual Survey of Hospitals, which are used to produce the AHA Guide, Hospital Statistics, and other data products, are widely used by…