Tomas M. Hult, G.; Lukas, Bryan A. - In: Journal of Services Marketing 9 (1995) 2, pp. 36-48
The diversity of the health care sector makes it difficult to come up with managerially useful generalizations … concerning marketing practice in health care organizations. Develops specific categories of health care offerings and proposes a … two‐by‐two matrix for classifying health care offerings based on customer participation and complexity of the health care …