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P. Kotler, G. Zaltman (1996)
Social Marketing: An Approach to Planned Social ChangeSocial Marketin Quarterly, 3
P. Kotler, S. Levy (1969)
Broadening the concept of marketing.Journal of marketing, 33 1
P. Kotler (1974)
Marketing for nonprofit organizations
Gerald Zaltman Philip Kotler (1971)
Social Marketing: An Approach to Planned Social ChangeJournal of Marketing, 35
Anne R Sommers (1961)
Doctors, Patients, and Insurance
Corte J. Spencer (1974)
The Marketing of Medical Care Services
M. Gelfand, R. Aitken (1968)
Philosophy and ethics of medicine
J. Rathmell (1974)
Marketing in the service sector
Howard Girsky (1970)
Publicity Creates a Doctor's DilemmaPublic Relations Journal, February
William B Mead (1974)
Jawboning the DoctorsMoney, 3:10
Abstract Most physicians use some marketing techniques (albeit, unintentional or unplanned) in the operation of their private medical practices. They use marketing to attract patients, but seem unaware of the necessity and potential value of satisfying customer needs beyond the provision of adequate medical care. Medical service is often characterized by impersonality, with patients treated as machines rather than humans. This situation is partially a reflection of a seller's market, with a shortage or absence of private medical services in many areas of the country. In addition, the apparent lack of consumer orientation is reinforced by policies of the American Medical Association that forbid most forms of self-promotion and by the minimum fee schedules suggested by local medical associations that effectively preclude price competition. Physicians do not seem to recognize the congruity between their own interests or objectives and the total satisfaction of consumers in the marketplace for medical care.
Journal of the Academy of Marketing Science – Springer Journals
Published: Mar 1, 1975
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