Building a strong services brand: Lessons from Mayo Clinic

Business Horizons

Volumn 50, Issue 3, 2007, Pages 199-209

  Berry, Leonard L ^a   Seltman, Kent D ^b  

^a TEXAS A AND M UNIVERSITY   (United States)

^b MAYO CLINIC   (United States)

Author keywords

Brand protection; Mayo Clinic; Services branding; Services marketing; Word of mouth marketing

Indexed keywords

EID: 33947301307     PISSN: 00076813     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.bushor.2007.01.005     Document Type: Article

References (11)

1. Bendapudi N.M., Berry L.L., Frey K.A., Parish J.T., and Rayburn W.L. Patients' perspectives on ideal physician behaviors. Mayo Clinic Proceedings 81 3 (2006) 338-344
2. Berry L.L. Cultivating service brand equity. Journal of the Academy of Marketing Science 28 1 (2000) 128-137
3. Berry L.L. Leadership lessons from Mayo Clinic. Organizational Dynamics 33 3 (2004) 228-242
4. Berry L.L., and Bendapudi N. Clueing in customers. Harvard Business Review 81 2 (2003) 100-106
5. Berry L.L., and Parasuraman A. Marketing services: Competing through quality (1991), Free Press, New York
6. Butt H. On-stage interview, public affairs conference (2006, June 7), Mayo Clinic, Rochester, MN
7. Keller K.L. Conceptualization, measuring, and managing customer-based brand equity. Journal of Marketing 57 1 (1993) 1-22
8. Mayo Clinic Brand Monitor. Random sample telephone survey of 1000 households conducted by Millward Brown (2003, May)
9. Mayo W.J. The necessity of cooperation in medicine (1910). http://www.mayoclinicproceedings.com/inside.asp Retrieved from http://www.mayoclinicproceedings.com/inside.asp?AID=1466 and UID=
10. Patient Brand Monitor Study. Random sample telephone survey of 600 Mayo Clinic patients conducted by Professional Research Corporation (2003, 2001, 1999)
11. Richards S. Building a brand. Presentation to the Texas A and M University Center for Retailing Studies Symposium, Dallas, TX (1998, October 8)