Link to the ebook : https://search.ebscohost.com/login.aspx?direct=true&authtype...

eISBN : 9780470249093

Contents :
Part One
One: The Role of Marketing in Health Care Organizations
Two: Defining the Health Care System and Its Trade-Offs
Three: The Health Care Industry and Marketing Environment
Four: Determinants of the Utilization of Health Care Services

Part Two
Five: Strategy and Market Planning
Six: How Health Care Buyers Make Choices
Seven: Using Market Information Systems and Marketing Research
Eight: Market Segmentation, Targeting, Positioning, and Competition

Part Three
Nine: Shaping and Managing Product and Service Offerings
Ten: Developing and Branding New Offerings
Eleven: Pricing Strategies and Decisions in Health Care
Twelve: Designing and Managing Health Care Marketing Channels
Thirteen: Designing and Managing Integrated Marketing Communications
Fourteen: Personal Marketing Communications: Word-of-Mouth, Sales, and Direct Marketing

Part Four
Fifteen: Organizing, Implementing, and Controlling Marketing
Glossary
Index

Language : English

Location : Nice Library

Material : Electronic

Statement : Présent

Owner : Bibliothèque