Strategic marketing for health care organizations : building a customer-driven health system /
Kotler, P
Strategic marketing for health care organizations : building a customer-driven health system / Philip Kotler, Joel Shalowitz, and Robert J. Stevens - San Francisco, Calif. : Jossey-Bass, c2008 - xx, 556 p. : ill. ; 25 cm - Book
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.
0787984965 9780787984960
Marketing
Health service management
Patient and public involvement
HF 800.
Strategic marketing for health care organizations : building a customer-driven health system / Philip Kotler, Joel Shalowitz, and Robert J. Stevens - San Francisco, Calif. : Jossey-Bass, c2008 - xx, 556 p. : ill. ; 25 cm - Book
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.
0787984965 9780787984960
Marketing
Health service management
Patient and public involvement
HF 800.