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Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System
Contributor(s): Kotler, Philip (Author), Stevens, Robert J. (Author), Shalowitz, Joel I. (Author)
ISBN: 1118355830     ISBN-13: 9781118355831
Publisher: Jossey-Bass
OUR PRICE:   $96.90  
Product Type: Paperback - Other Formats
Published: February 2021
Qty:
Additional Information
BISAC Categories:
- Medical | Public Health
- Medical | Health Care Delivery
Dewey: 362.106
LCCN: 2020024726
Physical Information: 0.9" H x 7" W x 9.2" (1.41 lbs) 416 pages
 
Descriptions, Reviews, Etc.
Publisher 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.