A Chronology of Health Care Marketing Research is intended to begin
to understand marketing issues in the realm of health care. The
primary focus of this monograph is the collection of summaries of
marketing research articles reported in chapters 2 to 4, which
together represent what is known in academic research at the nexus
of marketing and health care. Chapters 2 to 4 do not comprise a
traditional literature review but is intended as a chronological
overview to serve as a database of synopses of the marketing
articles that investigate issues regarding healthcare, offering a
resource for scholars wishing to get acquainted with the research
that has been conducted to date on a particular healthcare topic of
interest. These chapters present the marketing perspective about
health care - research that has been conducted by marketers.
Chapters 5 and 6 contain research and writings about healthcare by
scholars in other disciplines for marketers to showcase
complementary points of view. Thus, chapters 2 to 4 should interest
marketing academics and practitioners and may also be informative
to those outside of marketing who may be unaware of the research
that has been conducted in this field. Chapters 5 and 6 report from
other fields and disciplines with the primary intention of
providing interesting and informative coverage to marketers
regarding how others approach some overlapping research topics. The
second point of difference is that chapters 2 to 4 offer depth,
aiming to be comprehensive in covering that which is known from
marketing research in the healthcare arena, whereas chapters 5 and
6 focus on breadth and currency, sampling some representative
articles to lend awareness to marketers of research conducted on
healthcare issues by scholars from other disciplines.
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