عنوان

Strategic marketing for health care organizations :

0787984965

9780787984960

b752600

Strategic marketing for health care organizations :

[Book]

building a customer-driven health system /

Philip Kotler, Joel Shalowitz, and Robert J. Stevens.

1st ed.

San Francisco :

Jossey-Bass,

©2008.

xx, 556 pages :

illustrations ;

25 cm

Includes bibliographical references and index.

The role of marketing in health care organizations -- Defining the health care system and its trade-offs -- The health care industry and marketing environment -- Determinants of the utilization of health care services -- Strategy and market planning -- How health care buyers make choices -- Using market information systems and marketing research -- Market segmentation, targeting, positioning, and competition -- Shaping and managing product and service offerings -- Developing and branding new offerings -- Pricing strategies and decisions in health care -- Designing and managing health care marketing channels -- Designing and managing integrated marketing communications -- Personal marketing communications: word-of-mouth, sales, and direct marketing -- Organizing, implementing, and controlling marketing.

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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 successful strategies and techniques, presented ready to apply by the most knowledgeable authors.

Medical care-- United States-- Marketing.

Consumer Behavior.

Marketing of Health Services-- methods.

Medical care-- Marketing.

Medical care-- United States-- Marketing.

United States.

United States.

2

7

Kotler, Philip.

Shalowitz, Joel,1953-

Stevens, Robert J., (Robert John),1955-

20201204121306.0

[Book]

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