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

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 ma...

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Bibliographische Detailangaben
1. Verfasser:	Kotler, Philip (VerfasserIn)
Weitere Verfasser:	Shalowitz, Joel (BerichterstatterIn), Stevens, Robert J. (BerichterstatterIn), Stevens, Robert John (BerichterstatterIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	San Francisco, Calif. Jossey-Bass c2008 Chichester John Wiley distributor c2008
Ausgabe:	1st ed.
Schlagworte:	Gesundheitswesen > Gesundheitsversorgung > Marketingmanagement > Kundenzufriedenheit > USA > Medical care > Marketing > Marketing of Health Services > methods > Consumer Satisfaction > Strategisches Management
Online Zugang:	Inhaltsverzeichnis Inhaltstext Cover Publisher description Table of contents only Contributor biographical information
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Beschreibung
Zusammenfassung:	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
Beschreibung:	Formerly CIP Uk. - Includes bibliographical references and index. - 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
Beschreibung:	XX, 556 S. graph. Darst. 25 cm
ISBN:	9780787984960 978-0-7879-8496-0 0787984965 0-7879-8496-5