Marketing and Preventive Health Care: Interdisciplinary and Interorganizational Perspectives

Marketing and Preventive Healthcare: Interdisciplinary and Inter-organizational Perspectives edited by Philip D. Cooper, William J. Kehoe, and Patrick E. Murphy, is a collection of papers presented at a multi-disciplinary workshop on marketing and preventive healthcare held in Charlottesville, Virginia, USA in March 1977. The compilation gives an historical perspective on the role of marketing in the delivery of healthcare, especially preventive healthcare in the 1970s. One of the papers examines the implementation of family planning program in the 1970s. Also featured is the summary of discussions held at the end of the workshop on topics such as problems and limitations of preventive healthcare and marketing.