title: The challenge of marketing home health care in the nineties.
abstract: This paper explores the recent growth and development of home health care services. Rising medical costs and technological and social changes have made home care a competitive alternative to hospitalization and other forms of institutionalization. Providers of home health care need to familiarize themselves with the demographic trends affecting their customer base. A strategic marketing orientation is suggested for future growth and profitability.
authors: School of Management, University of Massachusetts, Amherst 01003.
authors: A L
authors: AL
authors: Balazs
mesh_terms: D000163:Acquired Immunodeficiency Syndrome / Q000628:therapy; D000368:Aged; D002648:Child; D002675:Child, Preschool; D003710:Demography; D006699:Home Care Services / Q000458:organization & administration*; D006801:Humans; D008389:Marketing of Health Services / Q000639:trends*; D014481:United States