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- Title
COMPETITOR ANALYSIS IN HEALTH CARE MARKETING.
- Authors
Salvatore, Tony
- Abstract
Health care providers increasingly are relying upon marketing as a means of overcoming growing competition. Competition-oriented marketing necessitates a comprehensive analysis of the competitive setting a task which the health care marketing literature has generally given little attention Herein the concept, perspective and tools of competitor analysis are borrowed from strategic planning and adapted for use in health care marketing.
- Subjects
HEALTH care industry; MARKETING literature; STRATEGIC planning; BUSINESS planning; MARKETING planning; BUSINESS models; MARKETING strategy; COMPETITIVE advantage in business; HORIZONTAL integration; VERTICAL integration
- Publication
Journal of Health Care Marketing, 1984, Vol 4, Issue 4, p11
- ISSN
0737-3252
- Publication type
Article