title: Marketing fundamentals.
abstract: This chapter outlines current marketing practice from a managerial perspective. The role of marketing within an organization is discussed in relation to efficiency and adaptation to changing environments. Fundamental terms and concepts are presented in an applied context. The implementation of marketing plans is organized around the four P's of marketing: product (or service), promotion (including advertising), place of delivery, and pricing. These are the tools with which marketers seek to better serve their clients and form the basis for competing with other organizations. Basic concepts of strategic relationship management are outlined. Lastly, alternate viewpoints on the role of advertising in healthcare markets are examined.
authors.affiliation: Marketing Department, Bowling Green State University, Bowling Green, Ohio 43403, USA.
authors.forename: W H
authors.initials: WH
authors.lastname: Redmond
mesh_terms: D000329:Advertising; D017408:Guidelines as Topic; D006801:Humans; D008389:Marketing of Health Services / Q000592:standards*; D009787:Occupational Medicine / Q000458:organization & administration*; D011216:Practice Management, Medical / Q000592:standards*; D014481:United States