Abstract
As the health-care Industry moves towards a fuller implementation of marketing techniques, it is likely to repeat many of the marketing mistakes that businesses have made over the years. The purpose of this paper is to review and explain some of the more common marketing mistakes so as to stimulate a greater understanding of the marketing discipl:l.ne on the part of health-care professionals and lead to better marketing practices.
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J.M. Carlsraith, and E., "Some Hedonic Consequences of the Confirmation and Discomfirmation of Expectancies," Journal of Abnormal and Social Psychology, Vol. 66, pp. 151–156 (1963).
Wayne M. DeLozier, The Marketing Communications Process, (New York, N. Y.: McGraw-Hill Inc., 1976).
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© 2015 Academy of Marketing Science
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Sanchez, P.M. (2015). How the Health Care Industry Can Learn from Marketing Mistakes that Businesses Make. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_58
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DOI: https://doi.org/10.1007/978-3-319-16976-7_58
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16975-0
Online ISBN: 978-3-319-16976-7
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