Is health services marketing needed in emerging markets?
2016 (English)In: IMP ASIA in Africa: Book of Abstracts / [ed] Peter J. Batt, Industrial Marketing and Purchasing Group , 2016, 28- p.Conference paper, Abstract (Refereed)
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.
Place, publisher, year, edition, pages
Industrial Marketing and Purchasing Group , 2016. 28- p.
IdentifiersURN: urn:nbn:se:hig:diva-23138OAI: oai:DiVA.org:hig-23138DiVA: diva2:1059315
IMP ASIA in Africa - The 7th meeting of the IMP Group in Asia and 1st meeting of IMP Group in Africa, 4th-7th December 2016, Cape Town, South Africa