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From The CriticsReviewer: Ross M. Mullner, PhD, MPH (University of Illinois at Chicago)
Description: This new introductory text on healthcare marketing is authored by the Chairman of the Department of Marketing at the School of Management of the University of Massachusetts.
Purpose: According to the author, the purpose is to provide the reader with a thorough understanding of principles and concepts of marketing as they apply to healthcare organizations, including both traditional fee-for-service and managed care organizations. Because of the numerous recent changes in the healthcare industry and the resulting greater competition for patients, this book is a needed addition to the growing number of books on healthcare marketing.
Audience: The audience for this new book includes students (both at the undergraduate and graduate level) and healthcare practitioners, including physicians and managers.
Features: This comprehensive book contains 409 pages divided into 13 chapters, a glossary, and an index. The book is well illustrated, contains many current references, and has an extensive glossary of current marketing terms. The book is also well indexed.
Assessment: This is a well written and easy-to-read book. It deals with an important new topic of interest in healthcare, and it provides a clear overview of the field of healthcare marketing. Its main usefulness is to the student or professional who is not familiar with the basic concepts of marketing or the various types of healthcare organizations.