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" Strategic marketing for health care organizations : "
Philip Kotler, Joel Shalowitz, and Robert J. Stevens.
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BL
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| Record Number
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998230
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| Doc. No
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b752600
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| Main Entry
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Kotler, Philip.
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| Title & Author
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Strategic marketing for health care organizations : : building a customer-driven health system /\ Philip Kotler, Joel Shalowitz, and Robert J. Stevens.
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| Edition Statement
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1st ed.
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| Publication Statement
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San Francisco :: Jossey-Bass,, ©2008.
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| Page. NO
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xx, 556 pages :: illustrations ;; 25 cm
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| ISBN
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0787984965
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: 9780787984960
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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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.
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| Abstract
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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 health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.
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| Subject
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Medical care-- United States-- Marketing.
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Medical care-- Marketing.
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Medical care-- United States-- Marketing.
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Marketing of Health Services-- methods.
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Consumer Behavior.
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United States.
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United States.
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| Dewey Classification
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362.1068/8
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| LC Classification
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RA410.56.K69 2008
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| NLM classification
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2010 F-264
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W 74 AA1K87s 2008
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QX 700rvk
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| Added Entry
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Shalowitz, Joel,1953-
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Stevens, Robert J., (Robert John),1955-
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