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首页> 外文期刊>Journal of Business Research >Health marketing in an emerging market: The critical role of signaling theory in breast cancer awareness
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Health marketing in an emerging market: The critical role of signaling theory in breast cancer awareness

机译：新兴市场中的健康营销：信号理论在乳腺癌认识中的关键作用

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In India, breast cancer is the most commonly diagnosed type of cancer among women in cities and urban areas, yet women seek medical care extremely late due to lack of awareness about self-examination. This study explores the health marketing literature via signaling theory, to uncover the unique social, economic, cultural and institutional challenges and opportunities faced by health marketers and consumers in breast cancer awareness (BCA) in an emerging economy - India. An interpretive-inductive method, alongside a grounded theory approach via focus groups with medical professionals and interviews with women is employed. Findings reveal complex challenges at national, state and community levels which impact negatively on the reputation of India's health sector. Social marketing strategies could be leveraged to raise BCA via community health activists. Propositions are suggested and a conceptual framework is developed to assist health marketers to manage BCA in an emerging economy.
机译：在印度，乳腺癌是城市和城市地区女性中最常被诊断出的癌症类型，但是由于缺乏对自我检查的了解，女性极晚就医。这项研究通过信号理论探索了健康营销文献，以揭示在新兴经济体（印度）中，健康营销人员和消费者在乳腺癌认识（BCA）方面所面临的独特的社会，经济，文化和体制挑战和机遇。采用解释性归纳法，以及通过与医学专业人士进行焦点小组访谈和对妇女进行访谈的扎根理论方法。调查结果揭示了国家，州和社区层面的复杂挑战，这些挑战对印度卫生部门的声誉产生了负面影响。可以利用社会营销策略通过社区卫生活动家提高BCA。提出了建议，并开发了概念框架来协助健康营销人员管理新兴经济体中的BCA。

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