Health And Marketing: The Emergence Of A New Field Of Research

摘要

Periodically, no matter the discipline, new fields of research emerge. Marketing is no different. A marketing journal's calling should be to foster new fields of research, as they may prove to be influential in the long run (Stremersch & Lehmann, 2007,2008). Research fields can be defined by their topic (for example, customer relationship management - e.g., Gupta & Zeithaml, 2006), method (for example, marketing dynamics - e.g., Leeflang et al., 2009), or application area (for example, high tech marketing - e.g., John, Weiss, & Dutta, 1999). Health and Marketing is starting to gain firm ground as a new research field defined by its application area.