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The marketing function in managed care systems
K Fleming1, M Short, W E Warren
1Columbia State Community College, TN 38402-1315, USA.
Health Marketing Quarterly
|September 30, 2000
Abstract:
As managed care spreads through the health care service industry, marketing professionals are faced with the challenge of marketing highly integrated systems. This paper explores three questions related to this development: (1) what is unique about managed care marketing, (2) how has managed care impacted health care marketing, and (3) what new strategies and trends will shape these developing markets?