Affiliation:
1. SAĞLIK BİLİMLERİ ÜNİVERSİTESİ
Abstract
Marketing, which is in the process of evolving into being people-oriented, has started to take place in two basic human fields (sectors) that the state carries on such as law and health. The aim of this research is to reveal the level of perception and application of marketing in these two sectors. For this purpose, one-on-one interviews were conducted with lawyers and doctors. The obtained opinions were evaluated qualitatively, supported by quantitative data. According to the findings, lawyers and doctors consider marketing to be identical with early-stage marketing promotional activities. It has been demonstrated that in order for a contemporary human-oriented marketing approach to come to life in these two sectors, the current perceptions must be changed first.
Reference42 articles.
1. Anderson, P.F. (1982). “Marketing, Strategic Planning, and the Theory of the Firm”. Journal of Marketing, 46, 15-26.
2. Baltacı, A. (2018). “Nitel Araştırmalarda Örnekleme Yöntemleri ve Örnek Hacmi Sorunsalı Üzerine Kavramsal Bir İnceleme”. BEÜ SBE Derg.,7(1), 231-274.
3. Bartels, R. (1951). “Can marketing be a science?”. Journal of Marketing. 15(3), 319-328.
4. Bartels, R. (1968). “The general theory of marketing”. The Journal of Marketing. 32(1), 29-33.
5. Bell, ML., Emory, CW. (1971). “The Faltering Marketing Concept”. Journal of Marketing, 35(4), 37-42.