title: The four "P"s of marketing are dead.
abstract: For several decades marketing planning in the United States has relied upon the "four Ps" model. Product, price, place, and promotion were considered the foundation of the marketing mix. This model, however, has never been a comfortable fit for health care and, as the new century dawns, we find that a new marketing model--emphasizing the "four Rs"--is emerging. The foundations of the new model are relevance, response, relationships, and results.
authors.affiliation: BVK/McDonald, Milwaukee.
authors.forename: J
authors.initials: J
authors.lastname: English
mesh_terms: D005069:Evaluation Studies as Topic; D006302:Health Services Research; D006739:Hospital Administration / Q000592:standards*; D017721:Hospital Costs; D015285:Hospital-Patient Relations; D008389:Marketing of Health Services / Q000379:methods / Q000639:trends*; D017146:Models, Organizational; D011357:Product Line Management; D014481:United States