ABSTRACT
The Institute of Marketing defines marketing as 'the management process responsible for identifying, anticipating and satisfying customers' requirements profitably'. A marketing mix suited to one practice will not necessarily prove successful elsewhere. There are many variables which affect the type of mix best suited to a particular practice. The theory of communication finds application in all aspects of practice marketing, but it must be remembered that cultural and social experiences can lead to misinterpretation. The people ingredient in the marketing mix includes patients and practice personnel, but the patient is the key element. The success of the marketing mix is dependent on the attitude of its 'people' ingredient. Planning a marketing strategy is never an easy task. Market segmentation has resulted in the deployment of specific activity by health authorities to meet the level of demand for dental care in some areas. Multi-ethnicity is a feature of modern society, and marketing efforts must recognize the special needs of ethnic groups.
