Alcoholism Treatment Marketing : Beyond T.V. Ads and Speeches book cover
1st Edition

Alcoholism Treatment Marketing
Beyond T.V. Ads and Speeches

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ISBN 9780866568890
Published June 8, 1989 by Routledge
344 Pages

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Book Description

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.

Table of Contents

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

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