Chandler E W, Weller R B
Eastern Illinois University, Charleston IL 61920.
Health Mark Q. 1994;12(1):73-96. doi: 10.1300/J026v12n01_07.
The attitudes and practices of dentists regarding the implementation of all the strategic variables in the marketing mix is examined. Factor analysis is used to reduce the data to five factors which are used to describe the attitudes and practices of dentists. The importance of using other marketing variables besides promotion is pointed out along with the implications for influencing dentists to take a broader strategic perspective in the development of their practice.
