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Angewandtes Gesundheitsmarketing
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Das Gesundheitsmarketing gewinnt zunehmend an Bedeutung. Die noch junge Marketing-Disziplin bietet eineVielzahl an Theorien, Methoden und Strategien, um zum einen den Absatz von gesundheitsrelevantenProdukten und Dienstleistungen zu steigern und zum anderen, Konsumenten zu einemgesnderen und proaktiveren Lebensstil zu motivieren. Das Buch Angewandtes Gesundheitsmarketingzeigt auf, wie gesundheitsbewusste Konsumenten identifiziert werdenknnen und wie sich Kampagnen im Gesundheitsmarketing planen lassen. Auf diesen strategischenberlegungen aufbauend leitet das Buch konkrete Handlungsempfehlungen fr den Unternehmensalltag ab.
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