title: An exploratory study of services marketing in global markets: major areas of inquiry for the health care services industry.
abstract: It has been stated that one of the major challenges for the international marketer is the design of an efficient strategy for marketing services to international markets. This paper reviews some of the issues associated with services marketing in global markets along with the basic variables of service industries. An exploratory assessment of the health care services industry results in a list composed of several inquiry areas which should be examined by multinational companies. It is hoped that the review of the issues raised in this paper provides a basis for decision making and further research.
authors.forename: S
authors.initials: S
authors.lastname: Young
authors.forename: S A
authors.initials: SA
authors.lastname: Erdem
mesh_terms: D003710:Demography; D004465:Economic Competition; D006301:Health Services Needs and Demand; D006302:Health Services Research; D007221:Industry; D007391:International Cooperation; D008389:Marketing of Health Services / Q000331:legislation & jurisprudence / Q000706:statistics & numerical data*; D011057:Politics; D012959:Socioeconomic Factors; D018581:Technology Transfer; D014481:United States