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Health marketing: Toward an integrative perspective

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  • Crié, Dominique
  • Chebat, Jean-Charles

Abstract

This paper pinpoints what health marketing exactly covers and to places this nascent field in an integrated perspective. The ongoing evolution of medicine, technologies, health systems and role of various actors leads to a new grid of lecture of the domain. Marketing has been discarded of health since a long time but now becomes one of its best supports. Five original contributions about this field are then introduced.

Suggested Citation

  • Crié, Dominique & Chebat, Jean-Charles, 2013. "Health marketing: Toward an integrative perspective," Journal of Business Research, Elsevier, vol. 66(1), pages 123-126.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:1:p:123-126
    DOI: 10.1016/j.jbusres.2012.09.002
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    Cited by:

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    11. Fletcher-Brown, Judith & Pereira, Vijay & Nyadzayo, Munyaradzi W., 2018. "Health marketing in an emerging market: The critical role of signaling theory in breast cancer awareness," Journal of Business Research, Elsevier, vol. 86(C), pages 416-434.

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