Strategic Marketing For Health Care OrganizationsPDF

Building A Customer-Driven Health System
Mark as finished
How to read the book after purchase
  • Read only on LitRes Read
Book description

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.

Detailed info
  • Age restriction: 0+
  • Size: 418 pp.
  • ISBN: 9781118448304
  • Total size: 4 MB
  • Total number of pages: 418
  • Page size: x мм
  • Publisher: Wiley
  • Copyright: John Wiley & Sons Limited
Strategic Marketing For Health Care Organizations — read a free preview online. Leave comments and reviews, vote for your favorite.

Post a review

What do you think about the book?
Rate the book