dc.contributor.author | Vos, L. | |
dc.contributor.author | Brennan, Ross | |
dc.date.accessioned | 2013-02-26T15:39:50Z | |
dc.date.available | 2013-02-26T15:39:50Z | |
dc.date.issued | 2010-01-01 | |
dc.identifier.citation | Vos , L & Brennan , R 2010 , ' Complementary and alternative medicine : Shaping a marketing research agenda ' , Marketing Intelligence and Planning , vol. 28 , no. 3 , pp. 349-364 . https://doi.org/10.1108/02634501011041462 | |
dc.identifier.issn | 0263-4503 | |
dc.identifier.other | ORCID: /0000-0002-7179-2960/work/62750337 | |
dc.identifier.uri | http://hdl.handle.net/2299/10080 | |
dc.description | Copyright 2010 Elsevier B.V., All rights reserved. | |
dc.description.abstract | Purpose: The paper has twin aims, one practical and one theoretical. From a practical point of view, the aim is to begin to identify appropriate marketing strategies and tactics for complementary and alternative therapists. From a theoretical point of view, the aim is to shape a research agenda for the exploration of marketing frameworks - such as service quality, consumer behaviour and relationship marketing - in the new and rather unusual context of complementary and alternative medicine (CAM). Design/methodology/approach: The paper reviews the literature on CAM from a UK and a US perspective and provides the findings from a small online survey of users of CAM. Findings: Initial research suggests that factors ancillary to the main therapeutic purpose of the medical treatment, particularly the level of personal care felt by the client, can have a substantial effect on client satisfaction. It is suggested that this is a sector in which marketing through relationships, networks and alliances is practised extensively and implicitly, and, therefore, that it would be a fruitful context in which to research and to apply relationship marketing principles. Originality/value: The paper develops a research agenda for further inquiry into the emerging area of business and marketing in CAM. | en |
dc.format.extent | 16 | |
dc.language.iso | eng | |
dc.relation.ispartof | Marketing Intelligence and Planning | |
dc.subject | consumer behaviour | |
dc.subject | small enterprises | |
dc.subject | marketing strategy | |
dc.subject | alternative medicine | |
dc.subject | United Kingdom | |
dc.subject | United States of America | |
dc.title | Complementary and alternative medicine : Shaping a marketing research agenda | en |
dc.contributor.institution | Hertfordshire Business School | |
dc.contributor.institution | Social Sciences, Arts & Humanities Research Institute | |
dc.contributor.institution | Department of Marketing and Enterprise | |
dc.description.status | Peer reviewed | |
dc.identifier.url | http://www.scopus.com/inward/record.url?scp=77952734340&partnerID=8YFLogxK | |
rioxxterms.versionofrecord | 10.1108/02634501011041462 | |
rioxxterms.type | Journal Article/Review | |
herts.preservation.rarelyaccessed | true | |