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Article
Publication date: 4 September 2009

Mark J. Kay

77

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 3 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 11 September 2007

Mark J. Kay

The purpose of this paper is to develop a perspective on what is “salient” or critical to the discipline of healthcare marketing by analyzing and contrasting the consumer (or…

7478

Abstract

Purpose

The purpose of this paper is to develop a perspective on what is “salient” or critical to the discipline of healthcare marketing by analyzing and contrasting the consumer (or patient) perspective with the institutional (or organizational) perspective. This “salience issue” is complicated by the structural problems in healthcare such as societal service systems, advances in medical technology, and the escalating costs of care. Reviewing selected studies, the paper examines how consumers face increasingly difficult health choices.

Design/methodology/approach

The paper examines the different priorities and goals for marketing that are implied by both patient and organizational perspectives in healthcare, focusing primarily on the excesses of the more “market‐based” US healthcare system.

Findings

Healthcare organizations need to better utilize marketing tools to inform consumers and assist their healthcare decisions. This effort needs to be balanced by healthcare organizations that can support the demand to improve quality and increase accessibility of care.

Originality/value

The perspective on the consumer (or patient) often becomes clouded amid the operation of increasingly complex and convoluted healthcare systems. A new perspective on healthcare marketing needs to be considered. Greater consumer access to healthcare information could improve patient decision making. To accomplish this, greater institutional diffusion of evidence‐based healthcare practices is needed to improve organizational performance.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 1 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 1 July 2006

Mark J. Kay

This paper aims to review the development of branding theory, particularly from the organizational context of building an effective corporate brand.

35338

Abstract

Purpose

This paper aims to review the development of branding theory, particularly from the organizational context of building an effective corporate brand.

Design/methodology/approach

This paper examines the literature on “strong brands” and the experience of several established brands.

Findings

The study finds that no coherent theory defines brand management tasks. Instead, paradigmatic cases of successful brands have come to define branding processes – the logic of the “strong brand” has shaped management branding practices. “Difference” and “consistency” are identified as the primary means of bringing about strong brands, yet these can be difficult to apply, particularly to corporate brands.

Originality/value

A new perspective of the social co‐production of brands as meaningful representations, each with its own logic, is proposed as a managerially useful framework to research and frame brand development tasks. Given the development of anti‐branding attacks, managers need to pay close attention to the new risks of managing corporate brands, and how they tie brands to their corporate social responsibility practices.

Details

European Journal of Marketing, vol. 40 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Article
Publication date: 27 November 2007

Avinandan Mukherjee

328

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 1 no. 4
Type: Research Article
ISSN: 1750-6123

Content available
Article
Publication date: 2 November 2015

Avinandan Mukherjee

8530

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 1750-6123

Content available
Article
Publication date: 25 November 2013

Avinandan Mukherjee and Yam Limbu

317

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 7 no. 4
Type: Research Article
ISSN: 1750-6123

Content available
985

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 5 no. 4
Type: Research Article
ISSN: 1750-6123

Content available
Article
Publication date: 28 October 2014

Avinandan Mukherjee

1481

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 8 no. 4
Type: Research Article
ISSN: 1750-6123

Content available
937

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 6 no. 4
Type: Research Article
ISSN: 1750-6123

Content available
Article
Publication date: 4 September 2009

Avinandan Mukherjee

771

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 3 no. 3
Type: Research Article
ISSN: 1750-6123

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