Essentials of health care marketing
By: Eric N. Berkowitz.
Edition: 2nd ed.
Publisher: Jones and Bartlett Publishers
Published: 2006
Place of publication: Sudbury, Mass
Language: eng
Subjects: Medical care -- Marketing; Marketing of Health Services
Notes: Includes bibliographical references and index.
Table of contents: title: The meaning of marketing; title: Marketing strategy; title: The environment of marketing strategy; title: Buyer behavior; title: Marketing research; title: Market segmentation; title: Developing customer loyalty; title: Product strategy; title: Price; title: Distribution; title: Promotion; title: Advertising; title: Sales and sales management; title: Controlling and monitoring; title: Appendix A. Glossary.