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Is health services ...
Is health services marketing needed in emerging markets?
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- Hyder, Akmal S., 1952- (author)
- Högskolan i Gävle,Företagsekonomi
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- Fregidou-Malama, Maria, 1944- (author)
- Högskolan i Gävle,Företagsekonomi
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(creator_code:org_t)
- Industrial Marketing and Purchasing Group, 2016
- 2016
- English.
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In: IMP ASIA in Africa. - : Industrial Marketing and Purchasing Group. ; , s. 28-
- Related links:
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https://urn.kb.se/re...
Abstract
Subject headings
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- The purpose of this study is to examine how multinational firms deal with challenges in marketing of health services in emerging markets (EMs). To conduct this study, a qualitative method has been used to focus on the marketing process. A single European health services firm operating in seven EMs and in four continents is studied to highlight the role of context. A theoretical framework is developed for service marketing in EMs based on three levels. The macro level deals with infrastructural factors, while the micro level reflects on the marketing process. The meso level, reflecting the local culture, is interconnected with the other two levels.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- Innovative Learning
- Innovativt lärande
Publication and Content Type
- ref (subject category)
- kon (subject category)
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