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

• 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

Table of Contents:

• 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