ABSTRACT
The continuing upswing in the number of community programs that provide in-home interventions for the functionally-impaired elderly is being accompanied by a major transformation in the way these agencies carry out their daily administrative responsibilities. Already, many home health care agencies and other health and social service agencies are included among those organizational entities which are embracing an aggressive marketing mentality. In fact, a select group of home health care agencies can be counted among those human service programs which direct considerable resources to the planning, implementation, and promotion of the services they offer. Situated on the leading edge of the marketing function, these home care agencies have already established rather sophisticated approaches to carrying out marketing-related activities. Other agencies, however, are just now coming to realize the importance of services marketing for their long-term organizational survival. Still others are denying altogether the marketing imperative.
