Healthcare Marketing And Social Media

Abstract

Marketing is a science and as such is a complex discipline replete with theories and constructions. The American Marketing Association (2013) defines marketing as follows: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” This is an acceptable definition for marketing, although it would be helpful to include some reference to monitoring and evaluation. Doing so would assure that what is being done, as well where the money is being spent, is achieving the intended goals.

Publication Date

1-1-2015

Publication Title

Handbook of Healthcare Management

Number of Pages

235-254

Document Type

Article; Book Chapter

Personal Identifier

scopus

DOI Link

https://doi.org/10.4337/9781783470167.00014

Socpus ID

84957989692 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84957989692

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