Strategic marketing for health care organizations : building a customer-driven health system /
| Main Author: | |
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| Other Authors: | , |
| Format: | Book |
| Language: | English |
| Published: |
San Francisco :
Jossey-Bass,
[2008]
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| Edition: | 1st ed. |
| Subjects: | |
| Online Access: | Publisher description Table of contents only Contributor biographical information |
Table of 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.