Essentials of health care marketing (Audiobook on CD, 2004) [WorldCat.org]
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Essentials of health care marketing

Author: Eric N Berkowitz
Publisher: Princeton, N.J. : Recording for the Blind & Dyslexic, 2004.
Edition/Format:   Audiobook on CD : CD audio : English
Summary:
In this book, the essential aspects of marketing are discussed. The purpose of this book is to provide a thorough understanding of the principles and concepts of marketing as they apply to health care organizations. Because readers of this book will be in markets composed of varying degrees of managed care, this book will discuss applications from both a traditional fee-for-service approach and a managed care  Read more...
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Details

Material Type: Audio book, etc.
Document Type: Sound Recording
All Authors / Contributors: Eric N Berkowitz
OCLC Number: 55702377
Notes: Originally published: Sudbury, Mass. : Jones and Bartlett Publishers, ©2004.
Previously published: Gaithersburg, Md. : Aspen Publishers, 1996.
Description: 1 audio disc ; 4 3/4 in.
Contents: The marketing process: The meaning of marketing; Marketing strategy; The environment of marketing strategy --
Understanding the consumer: Buyer behavior; Marketing research; Market segmentation --
The marketing mix: Product strategy; Price; Distribution; Promotion; Advertising; Sales; Controlling and monitoring the marketing strategy --
Glossary.
Responsibility: Eric N. Berkowitz.

Abstract:

In this book, the essential aspects of marketing are discussed. The purpose of this book is to provide a thorough understanding of the principles and concepts of marketing as they apply to health care organizations. Because readers of this book will be in markets composed of varying degrees of managed care, this book will discuss applications from both a traditional fee-for-service approach and a managed care framework. This book examines the essential elements of marketing in the hope that readers will recognize the applications of marketing tools and strategies in today's dynamic health care environment.-Pref.

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