Description: Strategic Marketing For Health Care OrganizationsBuilding A Customer-Driven Health System Author(s): Philip Kotler, Robert J. Stevens, Joel I. Shalowitz Format: Paperback Publisher: John Wiley & Sons Inc, United States Imprint: Jossey-Bass Inc.,U.S. ISBN-13: 9781118355831, 978-1118355831 Synopsis A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience. Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants. The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing ? with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises.
Price: 73.75 GBP
Location: Aldershot
End Time: 2025-01-19T17:06:25.000Z
Shipping Cost: 39.35 GBP
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Book Title: Strategic Marketing For Health Care Organizations
Number of Pages: 416 Pages
Publication Name: Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System
Language: English
Publisher: John Wiley & Sons INC International Concepts
Item Height: 242 mm
Subject: Medicine
Publication Year: 2021
Type: Textbook
Item Weight: 644 g
Author: Joel I. Shalowitz, Robert J. Stevens, Philip Kotler
Item Width: 176 mm
Format: Paperback
