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Strategic marketing for health care organizations : building a customer-driven health system

Author: Philip Kotler; Joel Shalowitz; Robert J Stevens
Publisher: San Francisco : Jossey-Bass, ©2008.
Edition/Format:   Print book : English : 1st edView all editions and formats
Database:WorldCat
Summary:
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  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Philip Kotler; Joel Shalowitz; Robert J Stevens
ISBN: 9780787984960 0787984965
OCLC Number: 183179530
Description: xx, 556 pages : illustrations ; 25 cm
Contents: 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.
Responsibility: Philip Kotler, Joel Shalowitz, and Robert J. Stevens.
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Offers an introduction to strategic marketing and presents ideas for gaining the competitive edge in the health care arena. This book analyzes aspects of customer driven health care industries, and  Read more...

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Praise for Strategic Marketing for Health Care Organizations"This outstanding book not only delineates powerful conceptual frameworks and tools but is also studded with real-life, captivating Read more...

 
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