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.
Recommended Citation
Futrell, Gary, "Defining Health Care Marketing" (2022). Association of Marketing Theory and Practice Proceedings 2022. 44.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/44
