ABSTRACT
Healthcare services are considered the backbone of society and human wellness. The recent institutional transformations in the healthcare services have enormous potential for research and the sector is fast becoming an exciting field of inquiry for marketing and management scholars. Given that marketers are concerned about the creation of value for customers, one of the latest trends in the healthcare sector in Africa is the application of tested and established principles of value creation in mainstream marketing to the healthcare sector. However, this remains a grey area which requires a comprehensive understanding and application of mainstream marketing and management principles. As a result, this book presents contemporary and thoughtful insights to address marketing and management related principles in healthcare delivery within the African context.
