Strategic marketing for health care organizations : building a customer-driven health system

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Bibliographic Details
Main Authors: Kotler, Philip, 1931- (Author), Shalowitz, Joel, 1953- (Author), Stevens, Robert J. 1955- (Author)
Format: Book
Language: English
Published: San Francisco : Jossey-Bass, c2008
Edition: 1st ed.
Subjects:
zdravotnictví > Spojené státy americké
lékařská péče > Spojené státy americké
marketing
health care > United States
medical care > United States
ISBN: 9780787984960
Physical Description: xx, 556 s. : il. ; 25 cm

Cover

Table of contents

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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 
650 0 7 |a zdravotnictví  |7 ph127574  |z Spojené státy americké  |2 czenas 
650 0 7 |a lékařská péče  |7 ph134871  |z Spojené státy americké  |2 czenas 
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 Anotace  |u http://www.loc.gov/catdir/enhancements/fy0808/2007049548-d.html 
856 4 2 |3 Biografie  |u http://www.loc.gov/catdir/enhancements/fy0811/2007049548-b.html 
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