Strategic marketing for health care organizations : building a customer-driven health system
| Instituce: | Tomas Bata University |
|---|---|
| Hlavní autor: | Kotler, Philip, 1931- |
| Další autoři: | Shalowitz, Joel, 1953-, Stevens, Robert J. 1955- |
| Médium: | Kniha |
| Jazyk: | English |
| Vydáno: |
San Francisco : Jossey-Bass, 2008 |
| Vydání: | 1st ed. |
| Témata: | |
| On-line přístup: |
http://www.loc.gov/catdir/enhancements/fy0808/2007049548-t.html http://www.loc.gov/catdir/enhancements/fy0808/2007049548-d.html http://www.loc.gov/catdir/enhancements/fy0811/2007049548-b.html |
| Tagy: |
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Obsah:
- 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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