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Healthcare Marketing - A Relational Approach

Author

Listed:
  • CAZACU Lavinia

    (The Bucharest University of Economic Studies)

  • OPRESCU Alina Elena

    (The Bucharest University of Economic Studies)

Abstract

This paper aims to identify the unique characteristics of healthcare services, the challenges faced in the implementation of marketing principles into the healthcare services sector and also the behavior tendencies of the healthcare consumer. Taking into account the differences between healthcare services and other services and the importance of the doctor-patient relationship, a new marketing approach seems to be a solution for all problems and a response for all unanswered questions. A review of the theoretical backgrounds of healthcare services marketing and relationship marketing is presented further on.

Suggested Citation

  • CAZACU Lavinia & OPRESCU Alina Elena, 2015. "Healthcare Marketing - A Relational Approach," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 67(5), pages 59-72, September.
  • Handle: RePEc:blg:reveco:v:67:y:2015:i:5:p:59-72
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    More about this item

    Keywords

    healthcare marketing; healthcare services; consumer behavior; relationship marketing; doctor-patient relationship;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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