医療マーケティングの展開と消費者

抄録

The purpose of this study is to clarify the definition of Medical Marketing in the medical market, and to discus the relation between Medical Marketing and the consumer (consumer education). First, the area of medical market is defined, and the meaning and necessity of Medical Marketing are discussed. Second, the existing research on medical related marketing are reviewed. In addition, Medical Marketing is clarified based on an investigation in medical institutions in Japan. Finally, I clarify the direction of Medical Marketing research, and point out the relation between Medical Marketing and the consumer (consumer education).