Marketing

Cet article s'articule le long de trois thèmes progressant de la nécessité d'étudier en marketing les reactions affectives jusqu'á une mise en evidence des spécificités de leurs mesures.

The article focuses on the authors' comments on marketing of consumer information. Authors are somewhat distressed as their original article was severely misinterpreted by researcher Dan Sarel. Two main criticisms of the authors' model and methodology offered by Sarel are that the methodology cannot produce useful guidelines for three reasons: the criteria used in the methodology are inappropriate, the product is of a special nature and other important considerations have been omitted.

The recent appearance and growth of new delivery systems for dental services is examined from a marketing perspective. Analysis reveals that the growth of low priced, high throughput operations is consistent not only with marketing principles, but with the development of American retail institutions in general. Options for independent dentists in the face of this new competitive environment are discussed.

Reviews several books on marketing. "Cases in Public and Nonprofit Marketing," by Christopher H. Lovelock and Charles B. Weinberg; "Marketing for Nonprofit Organization," by Philiph Kotler; "Marketing for Nonprofit Organization," David L. Rados.

Consumer information programs can be more effective if they are conceived within a marketing framework which views consumer information as a product to be marketed. A methodology is outlined which can assist consumer information program developers in identifying information needs from the consumer's point of view, rather than the policy maker's.