This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.
Inhaltsverzeichnis
Table, Figures, and Exhibits.
Preface.
Acknowledgments.
The Authors.
PART ONE: UNDERSTANDING THE HEALTH CARE SYSTEM AND THE ROLEOF MARKETING.
Chapter One: The Role of Marketing in Health Care Organizations.
Chapter Two: Defining the Health Care System and Its Trade-offs.
Chapter Three: The Health Care Industry and Marketing Environment.
Chapter Four: Determinants of the Utilization of Health Care Services.
PART TWO: ANALYZING THE MARKET.
Chapter Five: Strategy and Market Planning.
Chapter Six: How Health Care Buyers Make Choices.
Chapter Seven: Using Market Information Systems and Marketing Research.
Chapter Eight: Market Segmentation, Targeting, Positioning, and Competition.
PART THREE: APPLYING THE MARKETING MIX.
Chapter Nine: Shaping and Managing Product and Service Offerings.
Chapter Ten: Developing and Branding New Offerings.
Chapter Eleven: Pricing Strategies and Decisions in Health Care.
Chapter Twelve: Designing and Managing Health Care Marketing Channels.
Chapter Thirteen: Designing and Managing Integrated Marketing Communications.
Chapter Fourteen: Personal Marketing Communications:Word-of-Mouth, Sales, and Direct Marketing.
PART FOUR: IMPLEMENTING AND CONTROLLING THE MARKETINGEFFORT.
Chapter Fifteen: Organizing, Implementing, and Controlling Marketing.
Glossary.
Notes.
Index.
Über den Autor
THE AUTHORS
Philip Kotler is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management and the author of more than thirty books.
Joel Shalowitz is Professor of Health Industry Management and director of the Health Industry Management Program at the Kellogg School of Management and Professor of Medicine and Preventive Medicine, Feinberg School of Medicine, Northwestern University.
Robert J. Stevens is president of Health Centric Marketing in Durham, North Carolina and an Adjunct Professor at the School of Public Health at the University of North Carolina at Chapel Hill.
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