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Studying Healthcare from a Marketing Perspective is forward-looking and reflects on issues where marketers could have greater impact and use their potential roles to further improving health care. This monograph is intended to be practical and useful, and with all suggestions and recommendations deriving from solid theory. These topics are useful for healthcare administrators, providers, marketers, and other practitioners in this industry, alo...

Three Essential Analytical Techniques for the Behavioral Marketing Researcher: Median Splits, Mean-Centering, and Mediation Analysis reviews several topics that are essential complementary analytics that enable behavioral marketing researchers to thoroughly test theories and hypotheses, and thereby advance their respective literatures and contribute to knowledge bases. The intended audience for this monograph is behaviorally oriented marketers...