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From The CriticsReviewer: Janice M. Lato, MA (Medical College of Wisconsin)
Description: This third edition compiles key topics related to health care marketing and includes an overview section on the development and trends in the field during the last decade.
Purpose: The purpose is to offer a framework to help students and practitioners of health care administration gain an understanding of the nature and scope of marketing in a health care setting. These necessary objectives were met.
Audience: This book is intended for students and practitioners of administration in health care organizations. The author is credible in the field.
Features: There are some charts, graphs, and tables to illustrate marketing trends and examples. The references are current and appropriate. The table of contents and index are detailed and thorough. The appearance is contemporary and inviting, because chapters are short and material is divided into easy-reading topics.
Assessment: This book is useful for students and health care administrators who require an overview of trends in marketing. Its limitation is that it does not cover topics in depth. However, references are provided at the end of each chapter for those who require more information. Although this edition has included a new section to cover development and trends, the material is primarily based on the findings from 1980s, and there is limited reference to 1990s examples and findings. Because marketing is new in health care, it will continue to reflect the changes of an evolving field.