Marketing planning of consumption of blood and blood products

DOI: 10.5176/2251-1997_AF77

Authors: Brana Komljenovic and Ana Komljenovic

Abstract:

Health has no counter-value. It is not traded and the health market does not exist as a classic form of market in other industries. From the economists’ perspective health can be considered as the basic raw material produced by consumers, and therefore each level of the health stock of an individual and its level of decrease of consequence of numerous factors beyond the control of the individual itself.Due to the great importance of blood and blood components, being drugs of human origin, European Union legislation in the field of transfusion aims to provide so called "safe blood", whose collection is done on the principles of voluntariness, anonymity and for free of charge.

Keywords: blood management; health marketing; health market; marketing objectives; marketing strategy

LinkOut:    ScienceDirect