Health care market strategy from planning to action
"Health Care Market Strategy: From Planning to Action, Fifth Edition, a standard reference for nearly 20 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. Put the...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Weitere Verfasser: | |
| Format: | UnknownFormat |
| Sprache: | eng |
| Veröffentlicht: |
Burlington, Massachusetts
Jones & Bartlett Learning
2020
|
| Ausgabe: | Fifth edition |
| Schlagworte: | |
| Online Zugang: | Inhaltsverzeichnis |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
Tag hinzufügen | Zusammenfassung: | "Health Care Market Strategy: From Planning to Action, Fifth Edition, a standard reference for nearly 20 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. Put the concepts you learned in introductory marketing courses into action using the authors' own unique model--called the strategy/action match--from which you will learn how to determine exactly which tactics to employ in a variety of settings. In this new edition, you'll also discover the latest practical applications for strategy development, the marketing planning process, challenges of a competitive marketplace, vision, and other critical aspects of health care marketing. New to this Edition: Updated references to examples of market champions, disruptive organizations and innovative leaders as well as new discussions of the social and business conflicts between 'good market share' and 'bad market share' and potential future disruptive technologies. Updated examples reflecting current business models such as online retailers and online health information websites such as WebMD. Thoroughly updated chapter on the competitive marketplace with material on environmental trends, technology, competition, and shifts in market condition. More discussion on federal policy, Medicare and Medicaid, the ramifications of an aging population, higher costs, strained healthcare systems and an unpredictable congress "-- "Health Care Market Strategy: From Planning to Action, Fourth Edition, a standard reference for over 15 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop"-- Machine generated contents note: -- Chapter1 Strategy Development and the Strategic Mindset Chapter2 Understanding the Strategic, Business, and Marketing Planning Process Chapter3 The Challenge of a Competitive Marketplace Chapter4 Step 1: Conducting the Internal/External Assessment Chapter5 Step 2: Creating the Mission, Vision, and Critical Success Factors Chapter6 Step 3: The Strategy/Action Match Chapter7 Step 4: Determining Marketing Actions Chapter8 Step 5: Integration of the Marketing Plan with the Business Plan and the Strategic Plan Chapter9 Step 6: The Approval and Monitoring Process Chapter10 Conclusion AppendixA Consolidated List of Key Questions to Ask in Analysis AppendixB Case Study: Sample Strategic Plan and Marketing Plan AppendixC Case Study Short-Form Consolidated Strategic and Marketing Plan for Smaller Clinical Organizations |
|---|---|
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xiii, 337 Seiten Illustrationen |
| ISBN: | 9781284150407 978-1-284-15040-7 |