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Classifying health care offerings to gain strategic marketing insights

G. Tomas M. Hult (Visiting Assistant Professor of Marketing and International Business at the College of Business Administration, University of Arkansas, Little Rock, Arkansas, USA.)
Bryan A. Lukas (PhD candidate at the Department of Marketing at The University of Memphis, Memphis, Tennessee, USA.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 May 1995

2157

Abstract

The diversity of the health care sector makes it difficult to come up with managerially useful generalizations concerning marketing practice in health care organizations. Develops specific categories of health care offerings and proposes a two‐by‐two matrix for classifying health care offerings based on customer participation and complexity of the health care offering. In each quadrant, offers strategic marketing insights into how the nature of the health care offering might affect the marketing task. Uses network theory as the guiding framework in constructing the health care classification schema.

Keywords

Citation

Tomas M. Hult, G. and Lukas, B.A. (1995), "Classifying health care offerings to gain strategic marketing insights", Journal of Services Marketing, Vol. 9 No. 2, pp. 36-48. https://doi.org/10.1108/08876049510086008

Publisher

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MCB UP Ltd

Copyright © 1995, MCB UP Limited

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