Essentials of Health Care Marketing / Edition 2

Essentials of Health Care Marketing / Edition 2

5.0 1
by Eric N. Berkowitz
     
 

ISBN-10: 0763732680

ISBN-13: 9780763732684

Pub. Date: 06/17/2003

Publisher: Jones & Bartlett Learning, LLC

Essentials of Health Care Marketing, Second Edition, is a complete curriculum of marketing management tools and techniques and is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation. This book provides the reader with a foundational knowledge of the principles of marketing and their application in health care.

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Overview

Essentials of Health Care Marketing, Second Edition, is a complete curriculum of marketing management tools and techniques and is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation. This book provides the reader with a foundational knowledge of the principles of marketing and their application in health care. Moreover, as health care has changed over the past 20 years, this text provides a perspective of how the application of marketing principles also must shift in terms of their strategic application to respond to the changing environmental forces of the marketplace.

Product Details

ISBN-13:
9780763732684
Publisher:
Jones & Bartlett Learning, LLC
Publication date:
06/17/2003
Edition description:
Older Edition
Pages:
409
Product dimensions:
6.28(w) x 8.96(h) x 1.12(d)

Related Subjects

Table of Contents

Ch. 1 The meaning of marketing 1

Ch. 2 Marketing strategy 35

Ch. 3 The environment of marketing strategy 71

Ch. 4 Buyer behavior 101

Ch. 5 Marketing research 133

Ch. 6 Market segmentation 163

Ch. 7 Developing customer loyalty 195

Ch. 8 Product strategy 213

Ch. 9 Price 241

Ch. 10 Distribution 267

Ch. 11 Promotion 293

Ch. 12 Advertising 319

Ch. 13 Sales and sales management 345

Ch. 14 Controlling and monitoring 367

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Essentials Of Health Care Marketing 5 out of 5 based on 0 ratings. 1 reviews.
Anonymous More than 1 year ago