Sağlık Turizminde Pazarlama Stratejileri
Özet
Günümüzde sağlık turizmi önemli bir ekonomik olgu olarak görülmekte ve yoğun bir rekabet ortamında gerçekleşmektedir. Rakiplerine karşı üstünlük sağlamak isteyenlerin başarılı bir pazarlama yönetimine sahip olması gerekmektedir. Diğer yandan pazar, farklı talepleri olan ve heterojen yapıda tüketicilerden oluşmaktadır. Bu durumda sağlık turizmi pazarlamasında geçerli sayılan tek bir formülden bahsetmek mümkün olamamaktadır. Bu nedenle sağlık turizmi alanında faaliyet gösteren aktörlerin en etkin olacağı pazarı seçmesi, bu hedef pazara yönelik analizler yapması ve pazarlama stratejilerini etkin kullanması elzemdir.
Referanslar
30123 sayılı Yönetmelik, Uluslararası Sağlık Turizmi ve Turistin Sağlığı Hakkında Yönetmelik. https://shgmturizmdb.saglik.gov.tr/Eklenti/28811/0/saglik-turizmi-yonetmelikpdf.pdf. Erişim Tarihi: 09.05.2023.
Altın, U., Bektaş, G., Antep, Z., & İrban, A. (2012). The international patient's portfolio and marketing of Turkish health tourism. Procedia-Social and Behavioral Sciences. 58;1004-1007.
Altındiş, S. (2021). Sağlık Turizmi ve İşletmeciliği. Atlas Akademik Basım Yayın Dağıtım Tic. Ltd. Şti. Ankara.
Anadolu Sağlık Merkezi Web Sayfası. https://www.anadolusaglik.org/gebze-anadolu-saglik-merkezi. Erişim Tarihi: 23.05.2923.
Andaleeb, S. S. (2016). Market segmentation, targeting, and positioning. In Strategic Marketing Management in Asia. 19(3):179-207.
Aydın, G., & Aydın, B. K. (2015). Dünyada ve türkiye’de sağlik turizmi pazarlama uygulamalari ve karşilaştirmali durum analizi. Pazarlama ve Pazarlama Araştırmaları Dergisi. 8(16);1-22.
Aydoğdu, A. L. F., ve Köse, K. A. (2022). A brief comparison of health tourism in Brazil and Turkey. World Academics Journal of Management. 10(3);28-34.
Begum, S. S. (2012). Meical and Wellness Tourism: Opportunities and Challenges-Marketing ‘Brand India’”. Research Journal of Management Sciences. 2(1);1-6.
Berkowitz, E. N. (2016). Essentials of Health Care Marketing. Jones and Bartlett Publishers
Berkowitz, G., ve Karamehmet, B. (2017). Factors affecting health tourism and international health-care facility choice. International Journal of Pharmaceutical and Healthcare Marketing. 11(1);16-36.
Bulut, A. ve Şengül, H. (2019). Dünyada ve Türkiye’de sağlık turizmi. Yönetim, Ekonomi ve Pazarlama Araştırmaları Dergisi. 3 (1): 45-62.
Connell, J. (2006). Medical tourism: Sea, sun, sand and… surgery. Tourism Management. 27(6);1093-1100.
Crooks, V. A., Kingsbury, P., Snyder, J., ve Johnston, R. (2010). What is known about the patient's experience of medical tourism? A scoping review. BMC Health Services Research. 10, 1-12.
Damijanić, A. T. (2021). Travel motivations as criteria in the wellness tourism market segmentation process. Academica Turistica-Tourism and Innovation Journal. 13(2);201-213.
Das, R. (2017). Medical marketing in promoting medical tourism in India. ELK Asia Pacific Journal of Marketing and Retail Management. 8(3);1-10.
Dragičević, D. ve Paleka, H. (2019). Health tourism market in Poland and Croatia–financial effects and potentials. Tourism in Southern and Eastern Europe. 5;219-232.
Dryglas, D. ve Salamaga, M. (2018). Segmentation by push motives in health tourism destinations: A case study of Polish spa resorts. Journal of Destination Marketing & Management. 9;234-246.
Ebrahim, A.H. ve Ganguli, S. (2019). A comparative analysis of medical tourism competitiveness of India, Thailand and Singapore. Tourism: An International Interdisciplinary Journal, 67(2);102-115.
González-Rabanal, M. d. l. C., Acevedo Blanco, A. J. (2022). The swot analysis of the distance learning model: A view from the UNED contrasted by the students of Official Master ́s courses. İspanya: ARANZADI / CIVITAS.
Guojinga, F.A.N. ve Zhijun, L. (2013). Medical tourism: The new favorite tourist market. Journal of Economics and International Finance. 5(3);65-70.
Herrick, D.M. (2007). Medical tourism: Global competition in health care. National Center for Policy Analysis. NCPA Policy Report No. 304 November 2007 ISBN #1-56808-178-2
Hladkyi, O., Sakhno, S., Khadzhynova, O., Dakal, A., & Kapranovа, L. (2021). The essence and basic product selling strategies in recreation and health tourism. In E3S Web of Conferences (Vol. 255, p. 01033). EDP Sciences.
Hodges, J.R., Turner, L ve Kimball A. . (2012). Risks and challenges in medical tourism: understanding the global market for health services. ABC-CLIO.
Jabbari, A., Zarchi, M.K.R., Kavosi, Z., Shafaghat, T., & Keshtkaran, A. (2013). The marketing mix And Development Of Medical Tourism İn Shiraz. Materia Socio-Medica. 25(1);32.
John, S.P., & Larke, R. (2016). An analysis of push and pull motivators investigated in medical tourism research published from 2000 to 2016. Tourism Review International. 20(2-3);73-90.
Kamassi, A., Abdul Manaf, N.H., & Omar, A. (2021). The need of international Islamic standards for medical tourism providers: a Malaysian experience. Journal of Islamic Marketing. 12(1);113-123.
Karagöz, Y., Yalman, F., Karaşin, Y. (2022). Medikal turizmde hizmet kalitesinin hasta memnuniyeti ve hasta sadakatine etkisi: Türk diasporası üzerinde bir araştırma. Toros Üniversitesi İİSBF Sosyal Bilimler Dergisi. 9(17);1-13.
Khairunnisa, C. ve Hatta, M. (2017). The development of health tourism industries in Malaysia. Economics, 4(1).
Khan, M. T. (2014). The concept of ‘marketing mix’and its elements. International Journal Of İnformation, Business and Management. 6(2);95-107.
Kovács, E. ve Szocska, G. (2013). 'Vacation for your teeth'–dental tourists in Hungary from the perspective of Hungarian dentists. British Dental Journal. 215(8);415-418.
Kumar, S., & Patra, S. (2017). Does promotion mix really help to enhance brand equity: A literature review. Indian Journal of Commerce and Management Studies. 8(2);80-86.
Kurçer, D., & Civelek, M. (2022). The determination of the status of turkey in the medical tourism market in accordance with the demands of health tourists. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi. 7(1);27-42.
Malhotra, N. ve Dave, K. (2022). An assessment of competitiveness of medical tourism industry in India: a case of Delhi NCR. International Journal of Global Business and Competitiveness. 17(2);215-228.
Manhas, P.S. (2015). Marketing analysis of medical tourism in India. Enlightening Tourism. A Pathmaking Journal. 5(1);1-39.
Masoud, F., Alireza, J., Mahmoud, K., Zahra, A. (2013). A systematic review of publications studies on medical tourism. Journal of Education and Health Promotion. 2;51.
Mathijsen, A. (2019). Home, sweet home? Understanding diasporic medical tourism behaviour. Exploratory research of Polish immigrants in Belgium. Tourism Management. 72; 373-385.
McDaniel Jr, C., & Gates, R. (2018). Marketing research. John Wiley & Sons.
Moghadam, F.N., Masoudi Asl, I., Hessam, S., Farahani, M.M. (2021). In search a medical tourism marketing pattern in Iran: The case of cultural sensitivities. International Journal of Healthcare Management. 14(4);1081-1086.
Rahimi Zarchi, M., Jabbari, A., Rahimi, S. H., Shafaghat, T., Abbasi, S. (2013). Preparation and designing a checklist for health care marketing mix, with medical tourism approach. International Journal of Travel Medicine and Global Health. 1(3);103-108.
Rahmawati, H.K. (2022). The ınfluence of marketing mix in medical tourism. Jurnal Administrasi Rumah Sakit Indonesia. 6(3);160-167.
Ridderstaat, J., Singh, D., DeMicco, F. (2019). The impact of major tourist markets on health tourism spending in the United States. Journal of destination marketing & management. 11; 270-280.
Saqib, N. (2021). Positioning strategies: a literature review. Journal of Cardiovascular Disease Research. 6(6);2545.
Sarsby, A. (2016). SWOT analysis. A Guide to SWOT for Business Studies Students. Leadership Library. England.
Séraphin, H. ve Gowreesunkar, V.G. (2017). Conclusion: what marketing strategy for destinations with a negative image?. Worldwide Hospitality and Tourism Themes. 9(5);570-576
Sezgin, S. (2021). Türkiye’de Sağlık Turizminin Uluslararası Pazarlama Temelinde İncelenmesi. Hitit Ekonomi ve Politika Dergisi. 1(1);31-53.
Siripipatthanakul, S. ve Chana, P. (2021). Service Marketing Mix (7Ps) and Patient Satisfaction in Clinics: A Review Article. International of Trend in Scientific Research and Development. 5(5);842-850.
Smith, M., & Puczkó, L. (Eds.). (2014). Health, tourism and hospitality: Spas, wellness and medical travel. London: Routledge.
Sousa, B. M. ve Alves, G. M. (2019). The role of relationship marketing in behavioural intentions of medical tourism services and guest experiences. Journal of Hospitality and Tourism Insights. 2(3);224-240.
Sur, H ve Pateki, T (2013). Hastane Yönetimi. Nobel Tıp Kitabevi. İstanbul.
Şen, L. M., Karakaş, D., Semint, S. (2020). Turizmde Yeni Ürün Geliştirme ve Pazarlama Stratejileri: Sakarya Örneği. Akademik Sosyal Araştırmalar Dergisi. 8(100);136-145.
Şengül, H., & Bulut, A. (2019). Sağlık Turizmi Çerçevesinde Türkiye’de Termal Turizm; Bir Swot Analizi Çalışması. Estüdam Halk Sağlığı Dergisi. 4(1);55-70.
Taufik, N. A., & Sulistiadi, W. (2019). The impact of medical tourism industry for the hospital services and marketing activities: A systematic review. Jurnal Administrasi Rumah Sakit Indonesia. 5(1);42-48.
Tengilimoğlu, D. (2017). Sağlık Turizmi. 2. Genişletilmiş Baskı. Siyasal Kitabevi. Ankara
Tengilimoğlu, D. (2018). Sağlık Hizmetleri Pazarlaması. Siyasal Kitabevi. Ankara.
Tontus, H. Ö. (2018). Sağlık turizmi tanıtımı ve sağlık hizmetlerinin pazarlanması ilkeleri üzerine değerlendirme. Disiplinlerarası Akademik Turizm Dergisi. 3(1);67-88.
Toprak, L., Elsaied, H.H., & Mahmood, S.A. (2014). Turizmin Yükselen Trendi: Sağlık Turizmi ve Güneydoğu Anadolu Bölgesi Örneği. Elektronik Sosyal Bilimler Dergisi. 13(50).
Torkzadeh, L., Jalilian, H., Zolfagharian, M., Torkzadeh, H., Bakhshi, M., & Khodayari-Zarnaq, R. (2021). Market segmentation in the health tourism industry: A systematic review of approach and criteria. Journal of Policy Research in Tourism, Leisure and Events. 1-20.
Torla, Ö ve Altunışık, R. (2018). Pazarlama Stratejileri Yönetsel Bir Yaklaşım. Genişletilmiş 3. Baskı. Beta Basım Yayım Dağıtım. İstanbul
Üstün, U. ve Uslu, Y. D. (2022). Türkiye’nin sağlık turizminde tercih edilme nedenleri üzerine bir çalışma: Medikal turizm endeksi. Avrupa Bilim ve Teknoloji Dergisi. (33);344-353.
Wiid, J., & Diggines, C. (2009). Marketing research. Juta and Company ltd.
Wilson, R ve Gilligan, C (2013). Strategic Marketing Management Planning, Implementation and Control. 3th Edition. Taylor&Francis. USA.
Yirik, Ş., Ekici, R., Baltacı, F. (2015). Türkiye ve Dünyada Sağlık Turizmi (Medikal Turizm). Detay Yayıncılık.
Zhang, J., & Marcussen, C. (2007). Tourist motivation, market segmentation and marketing strategies. In 5th Bi-Annual Symposium of the International Society of Culture, Tourism, and Hospitality Research, Charleston, South Carolina (pp. 1-27).
Zikmund, W. G., D'alessandro, S., Winzar, H., Lowe, B., Babin, B. (2014). Marketing research. Sydney: Cengage Learning.
Referanslar
30123 sayılı Yönetmelik, Uluslararası Sağlık Turizmi ve Turistin Sağlığı Hakkında Yönetmelik. https://shgmturizmdb.saglik.gov.tr/Eklenti/28811/0/saglik-turizmi-yonetmelikpdf.pdf. Erişim Tarihi: 09.05.2023.
Altın, U., Bektaş, G., Antep, Z., & İrban, A. (2012). The international patient's portfolio and marketing of Turkish health tourism. Procedia-Social and Behavioral Sciences. 58;1004-1007.
Altındiş, S. (2021). Sağlık Turizmi ve İşletmeciliği. Atlas Akademik Basım Yayın Dağıtım Tic. Ltd. Şti. Ankara.
Anadolu Sağlık Merkezi Web Sayfası. https://www.anadolusaglik.org/gebze-anadolu-saglik-merkezi. Erişim Tarihi: 23.05.2923.
Andaleeb, S. S. (2016). Market segmentation, targeting, and positioning. In Strategic Marketing Management in Asia. 19(3):179-207.
Aydın, G., & Aydın, B. K. (2015). Dünyada ve türkiye’de sağlik turizmi pazarlama uygulamalari ve karşilaştirmali durum analizi. Pazarlama ve Pazarlama Araştırmaları Dergisi. 8(16);1-22.
Aydoğdu, A. L. F., ve Köse, K. A. (2022). A brief comparison of health tourism in Brazil and Turkey. World Academics Journal of Management. 10(3);28-34.
Begum, S. S. (2012). Meical and Wellness Tourism: Opportunities and Challenges-Marketing ‘Brand India’”. Research Journal of Management Sciences. 2(1);1-6.
Berkowitz, E. N. (2016). Essentials of Health Care Marketing. Jones and Bartlett Publishers
Berkowitz, G., ve Karamehmet, B. (2017). Factors affecting health tourism and international health-care facility choice. International Journal of Pharmaceutical and Healthcare Marketing. 11(1);16-36.
Bulut, A. ve Şengül, H. (2019). Dünyada ve Türkiye’de sağlık turizmi. Yönetim, Ekonomi ve Pazarlama Araştırmaları Dergisi. 3 (1): 45-62.
Connell, J. (2006). Medical tourism: Sea, sun, sand and… surgery. Tourism Management. 27(6);1093-1100.
Crooks, V. A., Kingsbury, P., Snyder, J., ve Johnston, R. (2010). What is known about the patient's experience of medical tourism? A scoping review. BMC Health Services Research. 10, 1-12.
Damijanić, A. T. (2021). Travel motivations as criteria in the wellness tourism market segmentation process. Academica Turistica-Tourism and Innovation Journal. 13(2);201-213.
Das, R. (2017). Medical marketing in promoting medical tourism in India. ELK Asia Pacific Journal of Marketing and Retail Management. 8(3);1-10.
Dragičević, D. ve Paleka, H. (2019). Health tourism market in Poland and Croatia–financial effects and potentials. Tourism in Southern and Eastern Europe. 5;219-232.
Dryglas, D. ve Salamaga, M. (2018). Segmentation by push motives in health tourism destinations: A case study of Polish spa resorts. Journal of Destination Marketing & Management. 9;234-246.
Ebrahim, A.H. ve Ganguli, S. (2019). A comparative analysis of medical tourism competitiveness of India, Thailand and Singapore. Tourism: An International Interdisciplinary Journal, 67(2);102-115.
González-Rabanal, M. d. l. C., Acevedo Blanco, A. J. (2022). The swot analysis of the distance learning model: A view from the UNED contrasted by the students of Official Master ́s courses. İspanya: ARANZADI / CIVITAS.
Guojinga, F.A.N. ve Zhijun, L. (2013). Medical tourism: The new favorite tourist market. Journal of Economics and International Finance. 5(3);65-70.
Herrick, D.M. (2007). Medical tourism: Global competition in health care. National Center for Policy Analysis. NCPA Policy Report No. 304 November 2007 ISBN #1-56808-178-2
Hladkyi, O., Sakhno, S., Khadzhynova, O., Dakal, A., & Kapranovа, L. (2021). The essence and basic product selling strategies in recreation and health tourism. In E3S Web of Conferences (Vol. 255, p. 01033). EDP Sciences.
Hodges, J.R., Turner, L ve Kimball A. . (2012). Risks and challenges in medical tourism: understanding the global market for health services. ABC-CLIO.
Jabbari, A., Zarchi, M.K.R., Kavosi, Z., Shafaghat, T., & Keshtkaran, A. (2013). The marketing mix And Development Of Medical Tourism İn Shiraz. Materia Socio-Medica. 25(1);32.
John, S.P., & Larke, R. (2016). An analysis of push and pull motivators investigated in medical tourism research published from 2000 to 2016. Tourism Review International. 20(2-3);73-90.
Kamassi, A., Abdul Manaf, N.H., & Omar, A. (2021). The need of international Islamic standards for medical tourism providers: a Malaysian experience. Journal of Islamic Marketing. 12(1);113-123.
Karagöz, Y., Yalman, F., Karaşin, Y. (2022). Medikal turizmde hizmet kalitesinin hasta memnuniyeti ve hasta sadakatine etkisi: Türk diasporası üzerinde bir araştırma. Toros Üniversitesi İİSBF Sosyal Bilimler Dergisi. 9(17);1-13.
Khairunnisa, C. ve Hatta, M. (2017). The development of health tourism industries in Malaysia. Economics, 4(1).
Khan, M. T. (2014). The concept of ‘marketing mix’and its elements. International Journal Of İnformation, Business and Management. 6(2);95-107.
Kovács, E. ve Szocska, G. (2013). 'Vacation for your teeth'–dental tourists in Hungary from the perspective of Hungarian dentists. British Dental Journal. 215(8);415-418.
Kumar, S., & Patra, S. (2017). Does promotion mix really help to enhance brand equity: A literature review. Indian Journal of Commerce and Management Studies. 8(2);80-86.
Kurçer, D., & Civelek, M. (2022). The determination of the status of turkey in the medical tourism market in accordance with the demands of health tourists. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi. 7(1);27-42.
Malhotra, N. ve Dave, K. (2022). An assessment of competitiveness of medical tourism industry in India: a case of Delhi NCR. International Journal of Global Business and Competitiveness. 17(2);215-228.
Manhas, P.S. (2015). Marketing analysis of medical tourism in India. Enlightening Tourism. A Pathmaking Journal. 5(1);1-39.
Masoud, F., Alireza, J., Mahmoud, K., Zahra, A. (2013). A systematic review of publications studies on medical tourism. Journal of Education and Health Promotion. 2;51.
Mathijsen, A. (2019). Home, sweet home? Understanding diasporic medical tourism behaviour. Exploratory research of Polish immigrants in Belgium. Tourism Management. 72; 373-385.
McDaniel Jr, C., & Gates, R. (2018). Marketing research. John Wiley & Sons.
Moghadam, F.N., Masoudi Asl, I., Hessam, S., Farahani, M.M. (2021). In search a medical tourism marketing pattern in Iran: The case of cultural sensitivities. International Journal of Healthcare Management. 14(4);1081-1086.
Rahimi Zarchi, M., Jabbari, A., Rahimi, S. H., Shafaghat, T., Abbasi, S. (2013). Preparation and designing a checklist for health care marketing mix, with medical tourism approach. International Journal of Travel Medicine and Global Health. 1(3);103-108.
Rahmawati, H.K. (2022). The ınfluence of marketing mix in medical tourism. Jurnal Administrasi Rumah Sakit Indonesia. 6(3);160-167.
Ridderstaat, J., Singh, D., DeMicco, F. (2019). The impact of major tourist markets on health tourism spending in the United States. Journal of destination marketing & management. 11; 270-280.
Saqib, N. (2021). Positioning strategies: a literature review. Journal of Cardiovascular Disease Research. 6(6);2545.
Sarsby, A. (2016). SWOT analysis. A Guide to SWOT for Business Studies Students. Leadership Library. England.
Séraphin, H. ve Gowreesunkar, V.G. (2017). Conclusion: what marketing strategy for destinations with a negative image?. Worldwide Hospitality and Tourism Themes. 9(5);570-576
Sezgin, S. (2021). Türkiye’de Sağlık Turizminin Uluslararası Pazarlama Temelinde İncelenmesi. Hitit Ekonomi ve Politika Dergisi. 1(1);31-53.
Siripipatthanakul, S. ve Chana, P. (2021). Service Marketing Mix (7Ps) and Patient Satisfaction in Clinics: A Review Article. International of Trend in Scientific Research and Development. 5(5);842-850.
Smith, M., & Puczkó, L. (Eds.). (2014). Health, tourism and hospitality: Spas, wellness and medical travel. London: Routledge.
Sousa, B. M. ve Alves, G. M. (2019). The role of relationship marketing in behavioural intentions of medical tourism services and guest experiences. Journal of Hospitality and Tourism Insights. 2(3);224-240.
Sur, H ve Pateki, T (2013). Hastane Yönetimi. Nobel Tıp Kitabevi. İstanbul.
Şen, L. M., Karakaş, D., Semint, S. (2020). Turizmde Yeni Ürün Geliştirme ve Pazarlama Stratejileri: Sakarya Örneği. Akademik Sosyal Araştırmalar Dergisi. 8(100);136-145.
Şengül, H., & Bulut, A. (2019). Sağlık Turizmi Çerçevesinde Türkiye’de Termal Turizm; Bir Swot Analizi Çalışması. Estüdam Halk Sağlığı Dergisi. 4(1);55-70.
Taufik, N. A., & Sulistiadi, W. (2019). The impact of medical tourism industry for the hospital services and marketing activities: A systematic review. Jurnal Administrasi Rumah Sakit Indonesia. 5(1);42-48.
Tengilimoğlu, D. (2017). Sağlık Turizmi. 2. Genişletilmiş Baskı. Siyasal Kitabevi. Ankara
Tengilimoğlu, D. (2018). Sağlık Hizmetleri Pazarlaması. Siyasal Kitabevi. Ankara.
Tontus, H. Ö. (2018). Sağlık turizmi tanıtımı ve sağlık hizmetlerinin pazarlanması ilkeleri üzerine değerlendirme. Disiplinlerarası Akademik Turizm Dergisi. 3(1);67-88.
Toprak, L., Elsaied, H.H., & Mahmood, S.A. (2014). Turizmin Yükselen Trendi: Sağlık Turizmi ve Güneydoğu Anadolu Bölgesi Örneği. Elektronik Sosyal Bilimler Dergisi. 13(50).
Torkzadeh, L., Jalilian, H., Zolfagharian, M., Torkzadeh, H., Bakhshi, M., & Khodayari-Zarnaq, R. (2021). Market segmentation in the health tourism industry: A systematic review of approach and criteria. Journal of Policy Research in Tourism, Leisure and Events. 1-20.
Torla, Ö ve Altunışık, R. (2018). Pazarlama Stratejileri Yönetsel Bir Yaklaşım. Genişletilmiş 3. Baskı. Beta Basım Yayım Dağıtım. İstanbul
Üstün, U. ve Uslu, Y. D. (2022). Türkiye’nin sağlık turizminde tercih edilme nedenleri üzerine bir çalışma: Medikal turizm endeksi. Avrupa Bilim ve Teknoloji Dergisi. (33);344-353.
Wiid, J., & Diggines, C. (2009). Marketing research. Juta and Company ltd.
Wilson, R ve Gilligan, C (2013). Strategic Marketing Management Planning, Implementation and Control. 3th Edition. Taylor&Francis. USA.
Yirik, Ş., Ekici, R., Baltacı, F. (2015). Türkiye ve Dünyada Sağlık Turizmi (Medikal Turizm). Detay Yayıncılık.
Zhang, J., & Marcussen, C. (2007). Tourist motivation, market segmentation and marketing strategies. In 5th Bi-Annual Symposium of the International Society of Culture, Tourism, and Hospitality Research, Charleston, South Carolina (pp. 1-27).
Zikmund, W. G., D'alessandro, S., Winzar, H., Lowe, B., Babin, B. (2014). Marketing research. Sydney: Cengage Learning.
