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Author : Eric N. Berkowitz
Publisher : Jones & Bartlett Learning
Page : 452 pages
File Size : 11,38 MB
Release : 2006
Category : Education
ISBN : 9780763783501
Health Sciences & Professions
Author : Berkowitz
Publisher : Jones & Bartlett Publishers
Page : 609 pages
File Size : 14,66 MB
Release : 2016-08-15
Category : Business & Economics
ISBN : 1284094316
Essentials of Health Care Marketing, Fourth Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market.
Author : Eric N. Berkowitz
Publisher : Jones & Bartlett Learning
Page : 806 pages
File Size : 19,89 MB
Release : 2021-03-22
Category : Business & Economics
ISBN : 1284232859
Essentials of Health Care Marketing, Fifth Edition provides students with a foundational knowledge of the principles of marketing and their particular application in health care. Offering an engaging and accessible approach, the Fifth Edition of this highly current text offers new content on social media and digital marketing, a thorough consideration of ethics, and additional multimedia to add relevance and further engage students. New to the Fifth Edition: New chapter on social media and digital marketing to fully explore marketing for the modern college student who is constantly engaged by social media. New chapter on ethics that covers areas of topical interest and debate in health care marketing. Coverage of the most current, cutting-edge developments in the field including: invigorating discussions in marketing theory, the new concept of “Customer Empowerment,” wholly revised discussion of pricing in relation to trends in value-based payment, new pricing and payment models,
Author : Eric Berkowitz
Publisher : Jones & Bartlett Learning
Page : 536 pages
File Size : 48,21 MB
Release : 2011
Category : Business & Economics
ISBN : 0763783331
Health Sciences & Professions
Author : John L. Fortenberry
Publisher : Jones & Bartlett Learning
Page : 337 pages
File Size : 22,96 MB
Release : 2010
Category : Business & Economics
ISBN : 0763763276
Written from the perspective of the healthcare marketing professional, Health Care Marketing: Tools and Techniques presents a series of 39 essential marketing tools and demonstrates their application in the health care environment.Ideal for undergraduate and graduate courses in health care marketing or health care strategy, the tools cover a broad spectrum of topics including product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.Each chapter focuses on a specific marketing tool and can be read as stand-alone presentation of the topic. Step-by-step guidelines take the reader through techniques that range from time-tested marketing classics to new models that will undoubtedly become classics in time.
Author : Gamini Gunawardane
Publisher : World Scientific
Page : 515 pages
File Size : 45,38 MB
Release : 2020-06-05
Category : Business & Economics
ISBN : 9813279532
This book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This includes the integrated nature of health care marketing, operations management, IT and human resource management; increased use of digital technology and social media; emphasis on enhancing customer-patient experience when strategizing and implementing health care marketing; application of modern services marketing concepts to health care marketing mix, among others.It also addresses recent changes in the U.S. health care industry. Some key issues covered are the increase in federal and state government involvement and oversight of health care delivery; increase in laws and regulations affecting health care management and marketing; growth of specialized health care markets such as Medicare, Medicaid and Affordable Care Act; globalization of health care and greater focus on legal and ethical health care marketing practices.Modern Health Care Marketing is an essential read to understand the integrated nature of health care marketing in the technologically driven, customer/patient-focused and globalized environment. It is also a useful reference for professionals to pick up best practices on addressing challenges faced in the modern health care industry.
Author : Steven G. Hillestad
Publisher : Jones & Bartlett Learning
Page : 338 pages
File Size : 43,4 MB
Release : 2018-11-30
Category : Medical
ISBN : 1284181618
Health Care Market Strategy: From Planning to Action, Fifth Edition, a standard reference for nearly 20 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. Put the concepts you learned in introductory marketing courses into action using the authors’ own unique model—called the strategy/action match—from which you will learn how to determine exactly which tactics to employ in a variety of settings.
Author : John L. Fortenberry
Publisher : Jones & Bartlett Learning
Page : 253 pages
File Size : 25,91 MB
Release : 2011
Category : Business & Economics
ISBN : 0763764485
Cases in Health Care Marketingfeatures over 30 case studies that explore real-world scenarios faced by healthcare marketing executives. Divided into seven sections, the book covers issues in product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.
Author : Peter Reid Kongstvedt
Publisher : Jones & Bartlett Learning
Page : 918 pages
File Size : 40,69 MB
Release : 2003
Category : Medical
ISBN : 9780763724962
Author : Patrick T. Buckley
Publisher : HC Pro, Inc.
Page : 191 pages
File Size : 21,92 MB
Release : 2009-09-10
Category : Advertising
ISBN : 1601463510
A complete guide for the thoroughly modern healthcare marketer. Written for the marketer in the field using everyday language and scenarios that will help all members of the marketing department do their jobs better, meet the challenges of accountability, and spend marketing dollars wisely, The Complete Guide to Hospital Marketing, Second Edition looks at the complex field of healthcare marketing in a straightforward but engaging way with information, tips, and strategies that facilities of all sizes, types, and budgets can use right away This unique guide also comes with a CD-ROM containing ready-to-use customizable forms, checklists, and other tools and examples that will help marketers promote quality, create a buzz, and face challenges within an organization, including internal marketing.