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Marketing fundamentals.

W H Redmond1

  • 1Marketing Department, Bowling Green State University, Bowling Green, Ohio 43403, USA.

Occupational Medicine (Philadelphia, Pa.)
|June 13, 2001
PubMed
Summary
This summary is machine-generated.

This chapter explores marketing management, focusing on the four P's (product, promotion, place, pricing) for organizational efficiency and adaptation. It examines strategic relationship management and advertising

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Area of Science:

  • Business Administration
  • Marketing Management
  • Organizational Behavior

Background:

  • Discusses the managerial perspective of current marketing practices.
  • Examines the role of marketing in organizational efficiency and environmental adaptation.

Purpose of the Study:

  • To present fundamental marketing terms and concepts in an applied context.
  • To outline basic concepts of strategic relationship management.
  • To examine alternative viewpoints on advertising in healthcare markets.

Main Methods:

  • Managerial perspective on marketing implementation.
  • Structured around the four P's of marketing: product, promotion, place, and pricing.
  • Review of strategic relationship management principles.

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Main Results:

  • Marketing tools (four P's) are presented for client service and competitive advantage.
  • Fundamentals of strategic relationship management are outlined.
  • Exploration of diverse perspectives on healthcare advertising.

Conclusions:

  • Effective marketing strategies are crucial for organizational success and adaptation.
  • Understanding the four P's and relationship management enhances marketing practice.
  • Critical examination of advertising's role, particularly in healthcare, is necessary.