Health care marketing information: An assessment of past and future utilization patterns

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A sample of 108 members of the Academy of Health Services Marketing provided bibliographic citations of 629 sources of information that have been important to them in their jobs. The results indicate that the propensity to rely upon a source is dependent upon the topic of the information sought. The sources under scrutiny were consultants, books, journals, magazines, seminars, conferences, video tapes and audio tapes. The topics considered included the variables of the marketing mix as well as market planning and marketing research. The discussion provides insights into where seekers of health care marketing knowledge go for specific kinds of information. It also suggests the type of media that information-providers should consider for dissemination of their material.