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Marketing Health Care Into the Twenty-First Century - The Changing Dynamic (Paperback)
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Marketing Health Care Into the Twenty-First Century - The Changing Dynamic (Paperback)
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Marketing Health Care Into the Twenty-First Century explores recent
and anticipated changes and trends--legislative, economic,
organizational, clinical, and operational--from a strategic
marketing perspective. Author Alan K. Vitberg, a respected
consultant in health care marketing, takes an unabashedly strong,
direct, and aggressive perspective on these trends, maintaining
that a state of war exists in the health care industry--a war that
will only increase in fervor and intensity as organizations fight
for survival and their share of hundreds of billions of dollars
spent in America on health care.According to Marketing Health Care
Into the Twenty-First Century, those payers and providers who
understand that they're fighting a war and act accordingly stand
the best chance of short term survival and long term prosperity.
Those who bury their heads in the sand, awaiting the storm of war
to blow over, will find themselves prisoners of their
inactivity.Marketing Health Care Into the Twenty-First Century
succinctly captures and explores issues and trends affecting
participants in the battle for consumers'health care dollars,
including: the growth of managed care; emerging health care
systems; formation of provider networks and other organizational
structures; the relationship between risk and product, target
market, and organizational options; the emerging clout of primary
care; mergers and acquisitions; and shifts in health care dollar
flow.Marketing Health Care Into the Twenty-First Century is also
one of the first books in the market examining changes being made
to Medicare and Medicaid programs and their strategic and tactical
implications for health care industry participants.In order to take
advantage of these changes and trends, Vitberg moves from the
conceptual to the practical by defining and delivering insights
into the concept of competitive innovation and its relationship to
competitive advantage--hearing, listening, and responding to the
voice of the market through meaning brand identification, product
differentiation, and intrusive marketing communications that
motivate customers to a preferential purchase decision.Anyone in
the health care industry--marketing, planning, and development
professionals with hospitals, HMOs, PPOs, networks/alliances,
insurance companies, and medical groups--is among those who will
find Marketing Health Care Into the Twenty-First Century a valuable
resource for embracing strategic marketing now and in the near
future. The book also serves as informative, stimulating reading
for professors and students in graduate level health care
administration courses.
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