title: The marketing function in managed care systems.
abstract: As managed care spreads through the health care service industry, marketing professionals are faced with the challenge of marketing highly integrated systems. This paper explores three questions related to this development: (1) what is unique about managed care marketing, (2) how has managed care impacted health care marketing, and (3) what new strategies and trends will shape these developing markets?
authors.affiliation: Columbia State Community College, TN 38402-1315, USA.
authors.forename: K
authors.initials: K
authors.lastname: Fleming
authors.forename: M
authors.initials: M
authors.lastname: Short
authors.forename: W E
authors.initials: WE
authors.lastname: Warren
mesh_terms: D019033:Delivery of Health Care, Integrated / Q000458:organization & administration*; D019981:Health Care Sector; D008329:Managed Care Programs / Q000458:organization & administration*; D008389:Marketing of Health Services / Q000379:methods / Q000458:organization & administration*; D011357:Product Line Management; D014481:United States