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Essentials of Health Care Marketing

Essentials of Health Care Marketing - 2nd edition

Essentials of Health Care Marketing - 2nd edition

ISBN13: 9780763783501

ISBN10: 0763783501

Essentials of Health Care Marketing by Eric N. Berkowitz - ISBN 9780763783501
Edition: 2ND 06
Copyright: 2006
Publisher: Jones & Bartlett Publishers
Published:
International: No
Essentials of Health Care Marketing by Eric N. Berkowitz - ISBN 9780763783501

ISBN13: 9780763783501

ISBN10: 0763783501

Edition: 2ND 06

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Summary

A complete curriculum of marketing management tools and techniques, ideal for graduate, and upper level graduate courses, is contained in this text. Filled with examples from a wide array of health care providers, health systems, HMOs, physician-hospital organizations, and more, the chapters cover market research, strategy, and the strategic marketing process. Each chapter also includes study questions, objectives, and charts. Instructor's manual available.

Table of Contents

Table of Contents

Part I. The Marketing Process

Chapter 1. The Meaning of Marketing
Chapter 2. Marketing Strategy
Chapter 3. The Environments of Marketing Strategy

Part II. Understanding the Consumer

Chapter 4. Buyer Behavior
Chapter 5. Marketing Research
Chapter 6. Market Segmentation

Part III. The Marketing Mix

Chapter 7. Product Strategy
Chapter 8. Price
Chapter 9. Distribution
Chapter 10. Promotion
Chapter 11. Advertising
Chapter 12. Sales
Chapter 13. Controlling and Monitoring the Marketing Strategy