Strategic marketing for health care organizations
Subtitle: building a customer-driven health system
By: Philip Kotler, Joel Shalowitz, and Robert J. Stevens.
Contributors: Shalowitz, Joel, 1953-; Stevens, Robert J. 1955-
Edition: 1st ed.
Publisher: Jossey-Bass
Published: 2008
Place of publication: San Francisco
Language: eng
ISBN-13: 9780787984960
Subjects: Medical care -- United States -- Marketing; Marketing of Health Services -- methods -- United States; Consumer Satisfaction -- United States
Notes: Includes bibliographical references and index.
Table of contents: title: The role of marketing in health care organizations; title: Defining the health care system and its trade-offs; title: The health care industry and marketing environment; title: Determinants of the utilization of health care services; title: Strategy and market planning; title: How health care buyers make choices; title: Using market information systems and marketing research; title: Market segmentation, targeting, positioning, and competition; title: Shaping and managing product and service offerings; title: Developing and branding new offerings; title: Pricing strategies and decisions in health care; title: Designing and managing health care marketing channels; title: Designing and managing integrated marketing communications; title: Personal marketing communications: word-of-mouth, sales, and direct marketing; title: Organizing, implementing, and controlling marketing.