Strategic Marketing For Health Care Organizations : Building A Customer-Driven Health System
Philip. Kotler
Bok Engelsk 2008 · Electronic books.
| Utgitt | Hoboken : : Wiley, , 2008.
|
|---|---|
| Omfang | 1 online resource (578 p.)
|
| Opplysninger | Description based upon print version of record.. - STRATEGIC MARKETING FOR HEALTH CARE ORGANIZATIONS: Building a Customer-Driven Health System; CONTENTS; TABLES, FIGURES, AND EXHIBITS; PREFACE; ACKNOWLEDGMENTS; THE AUTHORS; Part 1: UNDERSTANDING THE HEALTH CARE SYSTEM AND THE ROLE OF MARKETING; Chapter 1: THE ROLE OF MARKETING IN HEALTH CARE ORGANIZATIONS; Chapter 2: DEFINING THE HEALTH CARE SYSTEM AND ITS TRADE-OFFS; Chapter 3: THE HEALTH CARE INDUSTRY AND MARKETING ENVIRONMENT; Chapter 4: DETERMINANTS OF THE UTILIZATION OF HEALTH CARE SERVICES; Part 2: ANALYZING THE MARKET; Chapter 5: STRATEGY AND MARKET PLANNING. - Chapter 14: PERSONAL MARKETING COMMUNICATIONS: WORD-OF-MOUTH, SALES, AND DIRECT MARKETINGPart 4: IMPLEMENTING AND CONTROLLING THE MARKETING EFFORT; Chapter 15: ORGANIZING, IMPLEMENTING, AND CONTROLLING MARKETING; GLOSSARY; NOTES; INDEX. - Chapter 6: HOW HEALTH CARE BUYERS MAKE CHOICESChapter 7: USING MARKET INFORMATION SYSTEMS AND MARKETING RESEARCH; Chapter 8: MARKET SEGMENTATION, TARGETING, POSITIONING, AND COMPETITION; Part 3: APPLYING THE MARKETING MIX; Chapter 9: SHAPING AND MANAGING PRODUCT AND SERVICE OFFERINGS; Chapter 10: DEVELOPING AND BRANDING NEW OFFERINGS; Chapter 11: PRICING STRATEGIES AND DECISIONS IN HEALTH CARE; Chapter 12: DESIGNING AND MANAGING HEALTH CARE MARKETING CHANNELS; Chapter 13: DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS. - This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most s
|
| Emner | Medical care - Marketing - United States
Americas Analytical, Diagnostic and Therapeutic Techniques and Equipment Commerce Vis mer... Consumer Satisfaction
Delivery of Health Care Economics Financial Management Geographic Locations Geographicals Health Care Health Care Economics and Organizations Health Care Quality, Access, and Evaluation Health Services Accessibility Health Services Administration Investigative Techniques Marketing Marketing of Health Services Methods North America Organization and Administration Public Relations Technology, Industry, Agriculture Technology, Industry, and Agriculture United States Consumer Satisfaction - United States. Marketing of Health Services - methods - United States. Medical care --United States --Marketing. Health & Biological Sciences Medical Economics Public Health |
| Sjanger | |
| Dewey | |
| ISBN | 9780787984960
|
