Impact of Marketing Mix Elements on Brand Equity of Healthcare Equipment – A Case Study

Impact of Marketing Mix Elements on Brand Equity of Healthcare Equipment – A Case Study

Brand equity generally means the relative popularity, success & additional market share which the firm realizes in comparison with other substitute brands available in the target market. So, every company must invest heavily & design the market strategies accordingly to catch the lion shar...

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Bibliographic Details
Main Author: Sagyan Sagarika Mohanty
Format: Article
Language:English
Published: Srusti Academy of Management 2015-12-01
Series:Srusti Management Review
Subjects:
brand equity
healthcare equipment
Online Access:http://srustimanagementreview.ac.in/paperfile/777938674_Impact%20of%20Marketing%20Mix%20Elements%20on%20Brand%20Equity-Sagyan%20Sagarika%20Mohanty-Vol%20-%20VIII%20%20Issue%20II%20%20Jul%20-%20Dec%202015.pdf
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spelling doaj-e14f06f958df454098463fef2530ee032021-10-07T11:29:57ZengSrusti Academy of ManagementSrusti Management Review0974-42742582-11482015-12-01VIIIII2429Impact of Marketing Mix Elements on Brand Equity of Healthcare Equipment – A Case StudySagyan Sagarika Mohanty,0Dept. of Business Administration,Gandhi Institute for Technological Advancement, BhubaneswarBrand equity generally means the relative popularity, success & additional market share which the firm realizes in comparison with other substitute brands available in the target market. So, every company must invest heavily & design the market strategies accordingly to catch the lion share of the market. General Electric is one of the leading medical equipment manufacturers have adopted various strategies to develop brand equity in healthcare market. The present research is carried out to estimate the contribution of marketing mix elements towards brand equity of GE healthcare. The data were collected from different hospitals & diagnostic centres, who are the major users of health care instruments by using a structured questionnaire. The result revealed that irrespective of other variables of marketing mix, technical support & product innovation played a major role in the industry for determining brand equityhttp://srustimanagementreview.ac.in/paperfile/777938674_Impact%20of%20Marketing%20Mix%20Elements%20on%20Brand%20Equity-Sagyan%20Sagarika%20Mohanty-Vol%20-%20VIII%20%20Issue%20II%20%20Jul%20-%20Dec%202015.pdfbrand equityhealthcare equipment
collection DOAJ
language English
format Article
sources DOAJ
author Sagyan Sagarika Mohanty,
spellingShingle Sagyan Sagarika Mohanty,
Impact of Marketing Mix Elements on Brand Equity of Healthcare Equipment – A Case Study
Srusti Management Review
brand equity
healthcare equipment
author_facet Sagyan Sagarika Mohanty,
author_sort Sagyan Sagarika Mohanty,
title Impact of Marketing Mix Elements on Brand Equity of Healthcare Equipment – A Case Study
title_short Impact of Marketing Mix Elements on Brand Equity of Healthcare Equipment – A Case Study
title_full Impact of Marketing Mix Elements on Brand Equity of Healthcare Equipment – A Case Study
title_fullStr Impact of Marketing Mix Elements on Brand Equity of Healthcare Equipment – A Case Study
title_full_unstemmed Impact of Marketing Mix Elements on Brand Equity of Healthcare Equipment – A Case Study
title_sort impact of marketing mix elements on brand equity of healthcare equipment – a case study
publisher Srusti Academy of Management
series Srusti Management Review
issn 0974-4274
2582-1148
publishDate 2015-12-01
description Brand equity generally means the relative popularity, success & additional market share which the firm realizes in comparison with other substitute brands available in the target market. So, every company must invest heavily & design the market strategies accordingly to catch the lion share of the market. General Electric is one of the leading medical equipment manufacturers have adopted various strategies to develop brand equity in healthcare market. The present research is carried out to estimate the contribution of marketing mix elements towards brand equity of GE healthcare. The data were collected from different hospitals & diagnostic centres, who are the major users of health care instruments by using a structured questionnaire. The result revealed that irrespective of other variables of marketing mix, technical support & product innovation played a major role in the industry for determining brand equity
topic brand equity
healthcare equipment
url http://srustimanagementreview.ac.in/paperfile/777938674_Impact%20of%20Marketing%20Mix%20Elements%20on%20Brand%20Equity-Sagyan%20Sagarika%20Mohanty-Vol%20-%20VIII%20%20Issue%20II%20%20Jul%20-%20Dec%202015.pdf
work_keys_str_mv AT sagyansagarikamohanty impactofmarketingmixelementsonbrandequityofhealthcareequipmentacasestudy
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