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Author: Philip Kotler
Publisher: John Wiley & Sons
ISBN: 1118047176
Category : Medical
Languages : en
Pages : 530
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Book Description
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.
Author: Philip Kotler
Publisher: John Wiley & Sons
ISBN: 1118047176
Category : Medical
Languages : en
Pages : 530
Get Book Here
Book Description
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.
Author: Philip Kotler
Publisher: John Wiley & Sons
ISBN: 1118355830
Category : Medical
Languages : en
Pages : 418
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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.
Author: Berkowitz
Publisher: Jones & Bartlett Publishers
ISBN: 1284094316
Category : Business & Economics
Languages : en
Pages : 609
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Book Description
Essentials of Health Care Marketing, Fourth Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market.
Author: Gamini Gunawardane
Publisher: World Scientific
ISBN: 9813279532
Category : Business & Economics
Languages : en
Pages : 515
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Book Description
This book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This includes the integrated nature of health care marketing, operations management, IT and human resource management; increased use of digital technology and social media; emphasis on enhancing customer-patient experience when strategizing and implementing health care marketing; application of modern services marketing concepts to health care marketing mix, among others.It also addresses recent changes in the U.S. health care industry. Some key issues covered are the increase in federal and state government involvement and oversight of health care delivery; increase in laws and regulations affecting health care management and marketing; growth of specialized health care markets such as Medicare, Medicaid and Affordable Care Act; globalization of health care and greater focus on legal and ethical health care marketing practices.Modern Health Care Marketing is an essential read to understand the integrated nature of health care marketing in the technologically driven, customer/patient-focused and globalized environment. It is also a useful reference for professionals to pick up best practices on addressing challenges faced in the modern health care industry.
Author: Richard K. Thomas
Publisher:
ISBN: 9781640551596
Category :
Languages : en
Pages :
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Book Description
"This book explains the traditional and contemporary approaches that healthcare marketers rely on and that enable healthcare organizations to rise above current trends and turmoil to position themselves for the future healthcare environment"--
Author: Steven G. Hillestad
Publisher: Jones & Bartlett Learning
ISBN: 1284181618
Category : Medical
Languages : en
Pages : 338
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Book Description
Health Care Market Strategy: From Planning to Action, Fifth Edition, a standard reference for nearly 20 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. Put the concepts you learned in introductory marketing courses into action using the authors’ own unique model—called the strategy/action match—from which you will learn how to determine exactly which tactics to employ in a variety of settings.
Author: Leigh Cellucci
Publisher:
ISBN: 9781640550797
Category :
Languages : en
Pages : 239
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Book Description
Author: George B. Moseley
Publisher: Jones & Bartlett Learning
ISBN: 0763734160
Category : Business & Economics
Languages : en
Pages : 361
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Book Description
This is the definitive textbook on strategic planning and management in health care organizations for those pursuing a career in health care in undergraduate, business, and medical schools, and ancillary health professions such as nursing or physician assistant, as well as for established health care professionals, including doctors, who are completing programs and degrees in business administration to prepare themselves for greater involvement in the management of health care delivery. This book features all the basic information on strategic planning and management within the unique context of organizations concerned with the delivery and financing of health care. It notes the singular strategic environment in health care, explaining the special procedures and options available to health care organizations, and providing real-life examples in the form of case studies.
Author: Eugene S. Schneller
Publisher: Jossey-Bass
ISBN:
Category : Business & Economics
Languages : en
Pages : 346
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Book Description
Strategic Management of the Health Care Supply Chain provides students, faculty, managers, and researchers with a clear understanding of the health care supply chain and its role in health care strategy. It builds on fundamental concepts including sourcing of materials, forecasting demand, selecting and employing distribution models, and assessing risks, showing how they aid in the pursuit of supply management excellence in the health sector. Strategic Management of the Health Care Supply Chain is filled with in-depth interviews with leaders in exemplary organizations and presents best practices in progressive supply chain management from many exemplary institutions. Praise for Strategic Management of the Health Care Supply Chain "Based on Schneller and Smeltzer's recent empirical research, and drawing on contemporary cases, this book presents compelling arguments for the value-added through effective supply chain performance and for repositioning the supply chain function to a strategic position within organizational structures." —Howard Zuckerman, senior advisor, Center for Health Management Research "This book reveals insights into possibilities for rapid, meaningful, and measurable improvements to the health care supply chain. It provides a futuristic view of the possibilities of the health care supply chain and provides workable solutions for improvement and market-based approaches for health care executives. This is a must read." —Mark McKenna, president, Novation
Author: Buchbinder
Publisher: Jones & Bartlett Publishers
ISBN: 128408101X
Category : Business & Economics
Languages : en
Pages : 705
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Book Description
This concise, reader-friendly, introductory healthcare management text covers a wide variety of healthcare settings, from hospitals to nursing homes and clinics. Filled with examples to engage the reader’s imagination, the important issues in healthcare management, such as ethics, cost management, strategic planning and marketing, information technology, and human resources, are all thoroughly covered.
