title: Overcoming the promotional bias in health care marketing: a human relations approach.
abstract: In recent years the health care industry in general and ambulatory care in specific has been in a state of intense competition. In an attempt to survive and prosper, many health related organizations have turned to marketing as a means of developing viable strategies. Unfortunately, all too often the marketing function is equated with advertising and promotion: a small subsection of what a total marketing effort should be. In this paper, means of overcoming this limitation will be discussed using a human relations approach.
authors: School of Business, Ithaca College, NY 14850.
authors: A H
authors: AH
authors: Walle
mesh_terms: D000329:Advertising; D000553:Ambulatory Care / Q000458:organization & administration*; D004465:Economic Competition; D008389:Marketing of Health Services / Q000379:methods*; D015588:Observer Variation; D011641:Public Relations; D014481:United States