Essentials of health care marketing

• Main Author: Berkowitz, Eric N. (Author)
• Format: Book
• Language: English
• Published: Sudbury, MA : Jones & Bartlett Learning, c2011
• Edition: 3rd ed.
• Subjects: zdravotnický marketing; medical marketing; monografie; monographs
• ISBN: 9780763783334
• Physical Description: xx, 515 s. : il., mapy ; 23 cm

Table of Contents:

• The meaning of marketing
• Marketing strategy
• The environment of marketing strategy
• Buyer behavior
• Marketing research
• Market segmentation
• Developing customer loyalty
• Product strategy
• Price
• Distribution
• Promotion
• Advertising
• Sales and sales management
• Controlling and monitoring