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Strategic Marketing For Health Care Organizations
Building A Customer-Driven Health System
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Strategic Marketing For Health Care Organizations
$20399
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Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?
This book is ideal for health care managers, marketing professionals in health services, and students specialising in health care administration or health marketing who seek practical, research-based strategies to solve real-world health care marketing problems.
Book Hero Magic formatted this description to make it easier to read. While it's new and
still learning, it may not be perfect - your
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Description
A thorough update to a best-selling text emphasising how marketing solves a wide range of health care problems
There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience.
Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyse environmental forces affecting a wide range of health care market participants.
The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogeneous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketingβwith strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises.
Book Details
INFORMATION
ISBN: 9781118355831
Publisher: John Wiley & Sons Inc
Format: Paperback / softback
Date Published: 05 April 2021
Country: United States
Imprint: Jossey-Bass Inc.,U.S.
Edition: 2nd edition
Audience: Professional and scholarly
DIMENSIONS
Spine width: 23.0mm
Width: 178.0mm
Height: 231.0mm
Weight: 635g
Pages: 416
About the Author
PHILIP KOTLER is the S.C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, (emeritus), at Northwestern University. He is an author of over 150 scholarly articles and 80 books.
ROBERT J. STEVENS is president of Health Centric Marketing Services, a health care marketing research and strategy firm. He is an adjunct instructor at the Love School of Business at Elon University.
JOEL SHALOWITZ is a physician and was professor and director of the Health Industry Management Program at the Kellogg School of Management at Northwestern University. He is an affiliate professor, Institute of Management, Scuola Superiore Sant'Anna, Pisa, Italy and senior fellow at ETLA, the Research Institute of the Finnish Economy.
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