Index to Chiropractic Literature
Index to Chiropractic Literature
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Sunday, April 28, 2024
Index to Chiropractic LiteratureIndex to Chiropractic LiteratureIndex to Chiropractic Literature
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ID 19445
  Title Early advertising and practice building in chiropractic: 1920-1950
URL
Journal Chiropr Hist. 2006 Winter;26(2):35-47
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Subject(s)
Peer Review Yes
Publication Type Article
Abstract/Notes Although largely considered a "profession" today, entrepreneurialism had been an integral feature of chiropractic from its earliest days. As an alternate model of organization, entrepreneurialism openly challenged professional standards particularly in the realm of advertising and practice building. This "separate and distinct" pursuit of self interest, profit, and salesmanship assisted in the procurement of a unique occupational identity and survival, but also parenthetically created grounds for chiropractic's resistance and rejection. Ultimately, chiropractic advertising and practice building was a justified means to an ends, because the greater good--health--was being provided as a service that outweighed the self-interest and profit also derived.

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