Strategic Marketing For Health Care Organizations - Building A Customer-Driven Health System 2e (Paperback, 2nd Edition)

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.

General

Imprint:	John Wiley & Sons
Country of origin:	United States
Release date:	April 2021
First published:	2021
Authors:	P Kotler
Dimensions:	242 x 176 x 20mm (L x W x T)
Format:	Paperback
Pages:	416
Edition:	2nd Edition
ISBN-13:	978-1-118-35583-1
Categories:	Books > Medicine > General issues > General
LSN:	1-118-35583-0
Barcode:	9781118355831

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