Revisit: A Healthier World


Marketing for a Healthier World: Emerging Topics in Health Marketing, Special issue of Der Markt - International Journal of Marketing; Deadline 15 May 2012

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. Submit your manuscript via the online-submission system available at

Special issue editors: Stefan Hoffmann, Robert Mai, 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:

Deadline for submissions: 15th May 2012

Notification to authors: 15th September 2012

Deadline for revisions: N.N.

Publication: February 2011

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