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Special issue about health marketing in “der markt – international journal of marketing”;
SI-Title: Marketing for a healthier world: Emerging topics in health marketing;

Deadline: May, 15th 2012;

More information:

Marketing for a healthier world: Emerging topics in health marketing

Marketing is often blamed for being responsible for growing health problems in the industrialized societies. Since traditional marketing has been extensively used to promote unhealthy products (e.g., convenience and fast food) and/or behavior (e.g., smoking, drinking), marketing is often negatively connoted in the general public. However, the discipline also provides positive approaches to improve public health for the benefit of companies, society and consumers. In this way, marketing offers a number of useful strategies, theories and methods to (a) raise business and profits of companies offering health-related products and services, (b) enhance societal well-being and reduce health expenditures, and (c) to contribute to consumer health and quality of life. This special issue aims at exploring the growing issue of health marketing from these three perspectives.

 

In many industrialised societies, there is shift in consumption patterns. More and more people are aware of their health. The market potential for health maintaining and promoting products and services is dramatically growing (e.g., healthy food, pharmaceuticals, physical activities). Marketing research has to provide companies with innovative instruments to open up new horizons to increase both productivity and profitability in different health-related sectors. From a societal perspective, health marketing is social marketing. Health marketing aims to apply and extend traditional marketing approaches to bring forward changes towards healthier consumption and to solve the pressuring problems connected with public health. Both marketers and policy-makers need a sound understanding of health-(un)related consumer behaviour. Therefore, interdisciplinary research is needed. On that account, this special issue encourages papers from a broad and interdisciplinary perspective including communication, psychology, sociology, public health, and other related fields.

 

Against this background, the special issue addresses three audiences: academics, practitioners and policy-makers involved in the fields of health marketing. We wish to publish conceptual, theoretical, and empirical articles that are both (1) thoughtfully and rigorously crafted and (2) provide guidance for future research and have strong implications for practice. Papers can employ diverse methodologies and approaches. In this special issue, we aim to unearth a wide range of relevant issues and new avenues for health marketing. Potential topics of interest include (but are not limited to) the following:

 

·         Development of health related products

·         Brand and identity management

·         Promotion, advertising, and public relations

·         Pricing of health-related products

·         Marketing of health-related services

·         Segmenting and targeting

·         Societal health promotion and prevention campaigns

·         Health-related consumer behaviour

·         Consumer health literacy

·         Development of measurement scales

·         …

 

Papers in other areas will also be considered by the editors. All manuscripts submitted must strictly follow the guidelines for der markt – International Journal of Marketing. These are

available at www.springer.com/dermarkt

 

 

ÂÜÀòÉç¹ÙÍøt “der markt – International Journal of Marketing”

 

der markt – International Journal of Marketing is one of the leading scientific marketing journals in German-speaking Europe. However, it extends well beyond Austria, Germany and Switzerland being distributed in many countries in Eastern as well as Western Europe. The journal has a long tradition (the first issue dates back to the 1960s), and is published by one of the most prestigious scientific publishers, Springer-Verlag GmbH. Leading scholars of the European scientific marketing community serve on the newly established editorial board, ensuring a rigorous double-blind review process. Articles are published either in English or in German. The journal is not restricted to established methods, theories and approaches to research in marketing. der markt particularly encourages alternative, unconventional and innovative thinking as regards methodology and approaches. While papers have to adhere to rigorous academic standards, published manuscripts should also stimulate the transfer of scientific research to corporate practice.

 

 

Guidelines for submission

 

·         All papers will be subject to double blind peer review.

·         English and German manuscripts will be selected for publication.

·         Author guidelines are available at http://www.springer.com/dermarkt

·         Submit your manuscript via the online-submission system available at https://www.editorialmanager.com/dmjm

·         Submission deadline: May 15, 2012

·         Date of Publication: February 2013

 

 

Special issue editors

 

Dr. Stefan Hoffmann

Dr. Robert Mai

Dipl.-Kffr. Uta Schwarz

 

Technical University of Dresden

Faculty of Business Management and Economics

Department of Marketing

01062 Dresden

Germany

phone:    +49 351 463 32334

fax:        +49 351 463 37176

email:     stefan.hoffmann@tu-dresden.de