Distinguishes between consumers and customers, shows how these two groups′ requirements of a particular service often differ; proposes that services within health care need to be marketed to both categories. Recognizes the need for the health and social care services to be more market‐oriented. Offers guidelines for introducing or increasing market orientation which are applicable to a large range of service organizations; lists and discusses 13 pointers which are relevant from the viewpoint of the purchasing/ commissioning organizations and the service providers.
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Virginia Hayden (1993) studied this question.
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