Lines in the Sand

Brand, Tom
December 2009
Marketing Health Services;Winter2009, Vol. 29 Issue 4, p26
Academic Journal
The article presents information on the characteristics and features of integrated marketing used in healthcare marketing. It states that there are several factors which help integrated marketing including high-speed internet, Web 2.0, and electronic commerce. It refers to a marketing approach known as wagon wheel approach which helps to draw a line between the new and the traditional marketing lines. It suggests that marketers should erode the line to prevent true integration when creating and delivering content. It is stated that the hospital marketing has entered a new scenario of integrated content creation and delivery.


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