Mobley M F, Elkins R L
School of Business Administration, Augusta College, GA 30910.
Health Mark Q. 1990;7(1-2):13-9. doi: 10.1300/J026v07n01_03.
Megamarketing, as coined by Kotler (1968), is a strategic way of thinking which takes an enlarged view of the skills and resources needed to enter and operate in obstructed or protected markets. The concept of megamarketing emphasizes the mastering and coordination of economic, psychological, political, and public relation skills and suggest that organizations can take a proactive stance in shaping macroenvironmental conditions. As health care delivery is characterized by a highly regulated environment, this marketing approach has definite applications for the health care marketer.
由科特勒（1968年）提出的大市场营销，是一种战略思维方式，它对进入受阻或受保护市场并在其中运营所需的技能和资源持更广阔的视角。大市场营销概念强调对经济、心理、政治和公共关系技能的掌握与协调，并表明组织可以在塑造宏观环境条件方面采取积极主动的立场。由于医疗保健服务具有高度监管的环境特征，这种营销方法对医疗保健营销人员有明确的应用价值。
