Document Type
Conference Proceeding
Publication Date
2022
Abstract
A review of the leading textbooks published for health care marketing courses shows that they do not adequately define the disciple. This paper promotes the use of the two-word form of health care and defines health care marketing as the activity, set of institutions, and processes for creating, communicating, delivering, & exchanging any good, service, or idea; performed to restore, maintain, or enhance the well-being of an individual or population. This paper fills a gap in the literature by providing linguistic and practical justification for using the two-word form of health care and connects the modern wellness paradigm of health to the definition of health care marketing.
DOI
10.20429/amtp.2022.44
Recommended Citation
Futrell, Gary, "Defining Health Care Marketing" (2022). Association of Marketing Theory & Practice Proceedings 2022. 44.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/44
