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 https://www.editorialmanager.com/dmjm

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: stefan.hoffmann@tu-dresden.de

For more information:http://www.springerlink.com/content/cm1027027816jg6q/fulltext.pdf