Essentials of Health Care Marketing
Author: Eric N. Berkowitz
Publisher: Jones & Bartlett Learning
Published: 2006
Total Pages: 452
ISBN-13: 9780763783501
DOWNLOAD EBOOK →Health Sciences & Professions
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Essentials of Health Care Marketing
Author: Berkowitz
Publisher: Jones & Bartlett Publishers
Published: 2016-08-15
Total Pages: 609
ISBN-13: 1284094316
DOWNLOAD EBOOK →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.
Essentials of Health Care Marketing
Author: Eric N. Berkowitz
Publisher: Jones & Bartlett Learning
Published: 2021-03-22
Total Pages: 806
ISBN-13: 1284232859
DOWNLOAD EBOOK →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,
Health Care Marketing
Author: John L. Fortenberry
Publisher: Jones & Bartlett Learning
Published: 2010
Total Pages: 337
ISBN-13: 0763763276
DOWNLOAD EBOOK →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.
Cases in Health Care Marketing
Author: John L. Fortenberry
Publisher: Jones & Bartlett Learning
Published: 2011
Total Pages: 253
ISBN-13: 0763764485
DOWNLOAD EBOOK →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.
Strategic Marketing For Health Care Organizations
Author: Philip Kotler
Publisher: John Wiley & Sons
Published: 2021-02-17
Total Pages: 418
ISBN-13: 1118355830
DOWNLOAD EBOOK →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.
Health Care Market Strategy
Author: Steven G. Hillestad
Publisher: Jones & Bartlett Learning
Published: 2018-11-30
Total Pages: 338
ISBN-13: 1284181618
DOWNLOAD EBOOK →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.
Essentials of Management for Healthcare Professionals
Author: Hari Singh
Publisher: Taylor & Francis
Published: 2017-12-15
Total Pages: 283
ISBN-13: 1351582399
DOWNLOAD EBOOK →Medical care is an industry and private providers and hospitals are the major service providers. They operate on business principles. Hospitals are getting highly specialized and complex. The diagnostics and therapeutics are technology intensive. Private establishments have to compete with one another to remain in business. They strive to induct the best talent and latest technical know-how, resulting in ever-increasing costs to patients. Patients, who pay high charges, demand quality as a matter of right. To meet the challenge, hospitals are constrained to bring in professionalism in their systems and services. They appoint qualified professional managers to manage their clinics and hospitals with a view to sparing health professionals to focus on clinical care. Whether right or wrong, ‘management’ is often associated with authority and power. As a result, the medical professionals are reduced to secondary level in some organizations. To retain commanding positions in medical organizations, it has become necessary for the healthcare professionals to learn ‘management’, at least its basics. On the other hand, non-medical managers while managing healthcare services do not get the required cooperation from the medical professionals, as the latter are often secretive and not willing to share medical knowledge. If medical knowledge is demystified, non-medical managers can perform many functions in healthcare organizations proficiently. Both medical and non-medical managers can complement each other in providing quality healthcare services. The book aims to orient clinicians (including physicians and nurses) and other healthcare professionals on the essentials of business management and to familiarize them with management terms and jargon. They can learn to be effective managers besides being health professionals. Similarly, non- medical managers can get familiarized to nuances of clinical care and special managerial requirements of healthcare facilities. They all will be able to relate processes in healthcare settings with the concepts of business management. They can develop expertise on patient relationship management
Healthcare Marketing
Author: Leigh Cellucci
Publisher:
Published: 2013
Total Pages: 239
ISBN-13: 9781640550797
DOWNLOAD EBOOK →Health Care Marketing Plans
Author: Steven G. Hillestad
Publisher: Jones & Bartlett Learning
Published: 1991
Total Pages: 282
ISBN-13: 9780834201880
DOWNLOAD EBOOK →Health Care Marketing Plans offers health care managers & marketeers step-by-step advice on how to develop & implement a successful marketing strategy for their facility.
