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                                       Details for article 12 of 16 found articles
  Positioning Health Services
Title: Positioning Health Services
Author: Dasgupta, Chanda Ghose
Ghose, Sanjoy
Appeared in: Health marketing quarterly
Paging: Volume 11 (1994) nr. 1-2 pages 191-206
Year: 1994-02-25
Contents: The proliferation of different kinds of health services has created a "clutter" in the industry making it difficult to distinguish between different product/service offerings. This often leads to fuzzy positioning in the market which helps neither the firm providing a health service not the potential consumers. In this paper we propose the use of map representations to provide health care managers with diagnostic information about the market and to assist them in their service design and positioning tasks. Empritical analysis of a real-life objective data set is employed to illustrate the appropriateness of the proposed mapping approach for the health insurance industry. The paper also emphasizes the difference in the characteristics and implications of non-price scaled vs. price scaled maps in the context of health care marketing.
Publisher: Routledge
Source file: Elektronische Wetenschappelijke Tijdschriften

                             Details for article 12 of 16 found articles
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