Marketing in healthcare-related industries

"Healthcare delivery and the healthcare industry in the 21st century face a multiplicity of challenges. These include changing disease patterns, more technology-driven health interventions, a more assertive and quality conscious clientele, as well as a rapidly growing for-profit segment of the...

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Bibliographic Details
Main Authors Hinson, Robert (Author), Adeola, Ogechi (Author), Limbu, Yam B. (Author), Mogaji, Emmanuel (Author)
Format Electronic eBook
LanguageEnglish
Published Bingley, U.K : Emerald Publishing Limited : Information Age Publishing, Inc., [2020]
Subjects
Medical care > Marketing.
Business & Economics > Industries > Healthcare.
Health economics.
Industry and industrial studies.
Health systems and services.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781806605347
DOI10.1108/978-1-64802-108-4
Physical Description1 online resource (294 pages) : portraits

Cover

Table of Contents:
  • Foreword
  • Preface
  • Chapter 1.an Introduction to marketing in healthcare
  • Chapter 2.services marketing as the bedrock of healthcare marketing
  • Chapter 3.the evolving societal and healthcare context
  • Chapter 4.public sector marketing in healthcare
  • Chapter 5.strategic planning in healthcare marketing
  • Chapter 6.managing innovation in healthcare institutions
  • Chapter 7.healthcare stakeholders
  • Chapter 8.consumer behavior in healthcare service encounters
  • Chapter 9.positioning healthcare services in competitive markets
  • Chapter 10.balancing healthcare service demand and capacity
  • Chapter 11.managing relationships and building loyalty in healthcare industries
  • Chapter 12.marketing tool kit for healthcare managers. About the authors.

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