A systematic approach for healthcare marketing behaviour in developing countries: the case of Turkey
by Talha Harcar, John E. Spillan
International Journal of Business and Systems Research (IJBSR), Vol. 2, No. 2, 2008

Abstract: This study investigates the impact of healthcare marketing on the wellness and preventive healthcare of Turkish citizens. The findings suggest a non-significant link between preventive healthcare behaviours and health knowledge. Moreover, those programmes instituted by the Public Health Ministry and other health-oriented businesses which have an impact on healthy lifestyle do not seem to be a total success. Evidently there is a different perspective that exists regarding the use of advertising and promotion campaigns to inform and educate citizens about the importance of healthcare.

Online publication date: Sat, 23-Aug-2008

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