Title: A systematic approach for healthcare marketing behaviour in developing countries: the case of Turkey

Authors: Talha Harcar, John E. Spillan

Addresses: The Pennsylvania State University-Beaver Campus, 100 University Drive, Monaca, PA 15061-2799, USA. ' The Pennsylvania State University-DuBois Campus, DuBois, PA 15801, USA

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.

Keywords: healthcare systems; systematic approach; preventive healthcare; healthcare marketing; health knowledge; wellness; Turkey; marketing behaviour; developing countries; healthy lifestyles; health promotion.

DOI: 10.1504/IJBSR.2008.020061

International Journal of Business and Systems Research, 2008 Vol.2 No.2, pp.124 - 143

Published online: 23 Aug 2008 *

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