Strategic Marketing For Health Care Organizations
Building A Customer-Driven Health System
Robert J Stevens author Philip Kotler author Joel I Shalowitz author
Format:Paperback
Publisher:John Wiley & Sons Inc
Published:5th Apr '21
£84.00
Available to order, but very limited on stock - if we have issues obtaining a copy, we will let you know.
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.
ISBN: 9781118355831
Dimensions: 231mm x 178mm x 23mm
Weight: 635g
416 pages