Strategic marketing for health care organizations : building a customer-driven health system
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| Main Authors | , , |
|---|---|
| Format | Book |
| Language | English |
| Published |
San Francisco :
Jossey-Bass,
c2008
|
| Edition | 1st ed. |
| Subjects | |
| Online Access | Obsah Anotace Biografie |
| ISBN | 9780787984960 |
| Physical Description | xx, 556 s. : il. ; 25 cm |
Cover
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| 100 | 1 | |a Kotler, Philip, |d 1931- |7 jn20011018131 |4 aut | |
| 245 | 1 | 0 | |a Strategic marketing for health care organizations : |b building a customer-driven health system / |c Philip Kotler, Joel Shalowitz, and Robert J. Stevens |
| 250 | |a 1st ed. | ||
| 260 | |a San Francisco : |b Jossey-Bass, |c c2008 | ||
| 300 | |a xx, 556 s. : |b il. ; |c 25 cm | ||
| 504 | |a Obsahuje bibliografické odkazy a rejstřík | ||
| 505 | 0 | |a The role of marketing in health care organizations -- Defining the health care system and its trade-offs -- The health care industry and marketing environment -- Determinants of the utilization of health care services -- Strategy and market planning -- How health care buyers make choices -- Using market information systems and marketing research -- Market segmentation, targeting, positioning, and competition -- Shaping and managing product and service offerings -- Developing and branding new offerings -- Pricing strategies and decisions in health care -- Designing and managing health care marketing channels -- Designing and managing integrated marketing communications -- Personal marketing communications: word-of-mouth, sales, and direct marketing -- Organizing, implementing, and controlling marketing | |
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| 650 | 0 | 7 | |a marketing |7 ph115227 |2 czenas |
| 650 | 0 | 9 | |a health care |z United States |2 eczenas |
| 650 | 0 | 9 | |a medical care |z United States |2 eczenas |
| 650 | 0 | 9 | |a marketing |2 eczenas |
| 700 | 1 | |a Shalowitz, Joel, |d 1953- |7 utb2011621941 |4 aut | |
| 700 | 1 | |a Stevens, Robert J. |q (Robert John), |d 1955- |7 utb2011621943 |4 aut | |
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| 856 | 4 | 2 | |3 Biografie |u http://www.loc.gov/catdir/enhancements/fy0811/2007049548-b.html |
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