The annual economic burden of alcohol abuse in the United States is staggering, yet the alcoholism treatment industry has been historically plagued by governmental regulations, moral crusades, advocacy of specific treatment approaches, and a lack of marketing knowledge. Here is the first focused set of research on the marketing of alcoholism treatment services. The authors of this much-needed volume--reputable marketing and research scholars--greatly expand the current base of knowledge concerning the alcohol treatment marketing subdiscipline, including the referral system analyses of market potentials for providers, promotional effort consultation for new providers, and the evolving nature of medical services distribution systems. Through in-depth interviews with treatment providers, referral sources, and former clients of treatment facilities, and in major reviews of literature on the subject, Alcoholism Treatment Marketing presents primary research and general research findings to provide practical marketing implications.
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Professional Practice & Development
Maße
Höhe: 216 mm
Breite: 145 mm
Gewicht
ISBN-13
978-0-86656-889-0 (9780866568890)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Donald Self
Autor*in
Auburn University, Montgomery, USA
Contents
Preface
Introduction
Part I. Market Behavior and Market Segmentation
A Model of the Alcoholization/Dealcoholization/Maintenance Process
General Theories of Alcoholic Behavior
Market Segmentation of Alcoholics: A Demographic/Psychographic Approach
The Direct Organization Markets: Some Industrial Marketing Principles and Recommendations From Clients
The Referral System: Influencing the Influencers Part II: Program Development, Implementation, and Evaluation
Alcoholism Treatment Philosophies and Theories: Basis for Service Strategies
Alcoholism Treatment Facilities: The Retailers
The (Un)Finished Product: Measurements of Satisfaction and of Recidivism for Former Alcoholism Treatment Clients
A Preferred Provider Organization (PPO) Case Study for Mental Health and Substance Abuse
Part III: Tools and Techniques
Alcoholism Treatment Demand Estimation
Assessment: Determination of Client Needs and Progress
Secondary Information and Reference Sources for Alcoholism Treatment Marketers
Part IV: Promotion Needs and Techniques
The Role of Promotion in Alcoholism Treatment Marketing
Pricing Considerations for Alcoholism Treatment Facilities
Epilogue: Developing A Client-Centered Philosophy
Bibliography
Reference Notes Included
