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Healthcare relationship marketing : strategy, design and measurement

Author: Ira J Haimowitz
Publisher: Farnham, Surrey ; Burlington, VT : Ashgate, 2011.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Haimowitz, Ira J.
Healthcare relationship marketing.
Farnham, Surrey ; Burlington, VT : Ashgate, 2011
(DLC) 2010043842
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Ira J Haimowitz
ISBN: 9781409431961 1409431967
OCLC Number: 715158910
Description: 1 online resource (xxi, 237 pages) : illustrations
Contents: Cover; Contents; List of Figures; List of Tables; List of Abbreviations; About the Author; Acknowledgements; Preface; 1 Healthcare Trends and Relationship Marketing's Role; 2 Foundations of Relationship Marketing; 3 Discovery: Situation Assessment; 4 Strategy: Planning the Relationship Marketing Program; 5 Analytics Planning for Relationship Marketing; 6 Execution: Placing in the Marketplace; 7 Measurement of Healthcare Relationship Marketing Programs; 8 Optimization and the New Cycle; 9 Conclusions and the Future; Appendix A: Solutions to Exercises; Bibliography; Index.
Responsibility: Ira J. Haimowitz.

Abstract:

Offers a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. This book is suitable for readers working in pharmaceutical  Read more...

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'Dr Haimowitz has done a wonderful contribution to the field of health care marketing and research. In this book he brings his wealth of industry experience and knowledge into academic focus with Read more...

 
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