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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.
The book contains black-and-white illustrations.
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
Posted August 11, 2010
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