Health Care Market Strategy: From Planning To Action / Edition 3

Health Care Market Strategy: From Planning To Action / Edition 3

by Steven G. Hillestad, Eric N. Berkowitz
     
 

ISBN-10: 0763747998

ISBN-13: 9780763747992

Pub. Date: 12/16/2003

Publisher: Jones & Bartlett Learning

Health Care Market Strategy: From Planning to Action, Third Edition, a standard reference for over ten 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.  See more details below

Overview

Health Care Market Strategy: From Planning to Action, Third Edition, a standard reference for over ten 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.

Product Details

ISBN-13:
9780763747992
Publisher:
Jones & Bartlett Learning
Publication date:
12/16/2003
Edition description:
3E
Pages:
287
Product dimensions:
0.64(w) x 6.00(h) x 9.00(d)

Table of Contents

Preface
About the Authors
Acknowledgments
Ch. 1Strategy Development and the Strategic Mind-Set1
Ch. 2Outlining the Marketing Planning Process31
Ch. 3The Challenge of a Competitive Marketplace50
Ch. 4Step 1: The Vision Thing67
Ch. 5Step 2: Conducting the Internal/External Assessment81
Ch. 6Step 3: The Strategy/Action Match122
Ch. 7Step 4: Determining Marketing Actions159
Ch. 8Step 5: Integration of the Marketing Plan214
Ch. 9Step 6: The Approval and Monitoring Process222
Ch. 10Conclusion235
App. AConsolidation of Key Questions Used in Conducting an Internal/External Analysis247
App. BMarketing Plan Summary254
App. CSample Marketing Plan256
Index271

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >