marketing challenges in the health care industry, and comment upon their level of importance

Case Assignment
For the first case assignment, please write a 2-3 page essay in which you discuss marketing challenges in the health care industry, and comment upon their level of importance. Specifically, please respond to the following questions:
1. Why is it difficult for marketing concepts and strategies that are commonly used in other industries to “penetrate” the healthcare industry?
2. In your opinion, has marketing been truly accepted as a necessity for health care organizations yet, or is it still regarded as a luxury?
Assignment Expectations
You will be expected to:
1. Take a clear position on the issues.
2. Provide a scholarly basis for your response.
3. Justify your opinions with evidence from the peer-reviewed literature.
4. Cite several scholarly references in your essay.
5. Properly cite all references in the text of your essay (either in parentheses or in footnotes), as well as at the end.
6. Limit your response to 3 pages maximum.

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