Complementary and alternative medicine: shaping a marketing research agenda.
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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.
|Research Areas:||A. > Business School > Leadership, Work and Organisations|
|Depositing User:||Dr. Ross Brennan|
|Date Deposited:||29 Jun 2010 10:36|
|Last Modified:||16 Dec 2015 16:56|
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