Marketing: can there ever be a real exchange of values in the Health Service?

Offers many new ideas in the field of marketing, and argues that marketing is a complex, strategic thought process, based on an exchange of customer-related values. A new model of need and want is offered, and developed into a strategic framework which considers the functional and perceptual nature of what is loosely termed "the delivery of care". Argues that, in marketing terms, strategic focus in the NHS can only be achieved by getting close to the mind of the customer.