Cases And Select Readings In Health Care Marketing

Author : William Winston,Robert L Berl,Robert Sweeney
Publisher : Routledge
Page : 582 pages
File Size : 45,6 Mb
Release : 2022-01-26
Category : Business & Economics
ISBN : 9781317941637

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Cases and Select Readings in Health Care Marketing by William Winston,Robert L Berl,Robert Sweeney Pdf

Directed specifically at the practicing marketing executive, Cases and Select Readings in Health Care Marketing integrates understandable explanations of marketing concepts, articles selected for topical timeliness and pragmatic value, and case studies illustrating the detail and complexity of market decisions faced by today’s health care and human services marketing professional. Each chapter of this landmark volume includes a brief but thorough presentation of one conceptual area of marketing, which is then evaluated, analyzed, or demonstrated in selected articles written by prestigious and successful members of the marketing profession. Finally, a variety of extensive case studies follow which have been gathered to demonstrate further the service marketing profession at work. Many of these excellent cases were prepared especially for this volume and represent path-breaking treatments of such topics as health care marketing auditing, psychographic analysis, pricing in alternative delivery systems, promoting a public health service, and marketing planning for private colleges. Special offer from the editors: Buy Cases and Select Readings in Health Care Marketing and the authors will guarantee you a free written response--up to three pages--to your first inquiry about marketing your own organization!

Author : John L. Fortenberry Jr.
Publisher : Jones & Bartlett Publishers
Page : 253 pages
File Size : 41,9 Mb
Release : 2010-02-26
Category : Medical
ISBN : 9781449656058

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Cases in Health Care Marketing by John L. Fortenberry Jr. Pdf

Cases in Health Care Marketing features 40 case studies that explore real-world scenarios faced by healthcare marketing executives. Divided into six sections, the book covers issues in Product, Brand & Identity Management; Marketing Communications; Marketing Management; Marketing Strategy & Planning; Environmental Analysis & Competitive Assessment. Useful as a stand-alone text or as a complement to any introductory text on healthcare marketing, Cases in Health Care Marketing challenges to reader to resolve the case through a series of questions at the conclusion of each study. Solutions are provided as part of a package of online instructor’s materials.

Author : John L. Fortenberry
Publisher : Jones & Bartlett Learning
Page : 253 pages
File Size : 52,9 Mb
Release : 2011
Category : Business & Economics
ISBN : 9780763764487

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Cases in Health Care Marketing by John L. Fortenberry Pdf

Cases in Health Care Marketingfeatures over 30 case studies that explore real-world scenarios faced by healthcare marketing executives. Divided into seven sections, the book covers issues in product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.

Author : Eric N. Berkowitz
Publisher : Jones & Bartlett Learning
Page : 806 pages
File Size : 49,8 Mb
Release : 2021-03-29
Category : Medical care
ISBN : 9781284200157

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Essentials of Health Care Marketing by Eric N. Berkowitz Pdf

"Students of introductory Health Care Marketing courses need an engaging, informative, and up-to-date, understandable resource that explains the basic principles of marketing and strategy in a health care setting. With new content on social media and digital marketing, a thorough consideration of ethics, and more multimedia content, the new edition

Author : Lenard W Kaye
Publisher : Routledge
Page : 310 pages
File Size : 47,9 Mb
Release : 2013-11-19
Category : Medical
ISBN : 9781317837329

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New Developments in Home Care Services for the Elderly by Lenard W Kaye Pdf

This anthology responds to the recurring call for quality in home care service provision. It presents to agency administrators, managers, supervisors, and front line service providers a set of the most up-to-date policy, program, and practice developments in the field. Each contributor to New Developments in Home Care Services for the Elderly explores issues of client/staff diversity and the challenges associated with working with clients grappling with disabling conditions. Contributors in New Developments in Home Care Services for the Elderly explore issues of client/staff diversity and the challenges associated with working with clients grappling with various disabling conditions. Topics addressed include: alternative organizational models in home care the importation of high technology services into the home legal and ethical issues in home health care counseling homebound clients and their families clinical assessment tools and packages case management and the home care client home care entitlements and benefits evaluating and monitoring the effectiveness of in-home care marketing home health care services home care service experiences in other countries New Developments in Home Care Services for the elderly covers a continuum of care ranging from housekeeping services to self-care education, teaching, and training services to nursing and medically related services. Consequently, the information contained within this volume is of immediate relevance to a multidisciplinary audience having both direct (field) and indirect (office) service responsibilities in the home care organization. Social workers, nurses, business administrators, and public health professionals will find this an invaluable guide for providing effective home care services.

Author : Leigh Cellucci,Carla Wiggins,Tracy J. Farnsworth
Publisher : Gateway to Healthcare Manageme
Page : 0 pages
File Size : 44,7 Mb
Release : 2013-11
Category : Medical
ISBN : 1567936059

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Healthcare Marketing by Leigh Cellucci,Carla Wiggins,Tracy J. Farnsworth Pdf

Experienced healthcare marketers know that the traditional four Ps of business marketing--product, price, placement, and promotion--don't always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps--physicians, patients, payers, public, and the presence of politics--for building a solid foundation in healthcare marketing. The book focuses on the unique needs of marketing in healthcare, applying general marketing theory and concepts where appropriate and tapping into the day-to-day experiences of working healthcare marketing professionals. The four main parts of the book are introduced by comprehensive cases that will challenge readers to consider strategic marketing initiatives while teaching them the differences between marketing healthcare and marketing other products and services. Each chapter includes an additional case study that addresses relevant healthcare marketing concepts through real-world applications. Topics addressed in this book include: The history of healthcare marketing practices Physician, patient, and hospital interactions Alignment of strategic marketing efforts to the mission, vision, and values of an organization Ethics of healthcare marketing Stakeholders' roles in healthcare marketing Conflict management techniques The basics of a healthcare marketing plan Instructor Resources: A test bank, PowerPoint slides, answers to the end-of-chapter discussion questions and exercises, and teaching notes on the case studies.

Author : Berkowitz
Publisher : Jones & Bartlett Publishers
Page : 609 pages
File Size : 47,6 Mb
Release : 2016-08-15
Category : Business & Economics
ISBN : 9781284094312

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Essentials of Health Care Marketing by Berkowitz Pdf

Essentials of Health Care Marketing, Fourth Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market.

Author : Philip Kotler,Robert J. Stevens,Joel I. Shalowitz
Publisher : John Wiley & Sons
Page : 418 pages
File Size : 54,6 Mb
Release : 2021-02-17
Category : Medical
ISBN : 9781118355831

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Strategic Marketing For Health Care Organizations by Philip Kotler,Robert J. Stevens,Joel I. Shalowitz Pdf

A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience. Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants. The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing – with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises.

Author : National Library of Medicine (U.S.)
Publisher : Unknown
Page : 1024 pages
File Size : 54,6 Mb
Release : 2024-05-07
Category : Medicine
ISBN : UOM:39015020571850

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Current Catalog by National Library of Medicine (U.S.) Pdf

First multi-year cumulation covers six years: 1965-70.

Author : John Timothy Gourville,John A. Quelch,V. Kasturi Rangan
Publisher : Irwin/McGraw-Hill
Page : 0 pages
File Size : 48,9 Mb
Release : 2005
Category : Business & Economics
ISBN : 0072887761

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Problems and Cases in Health Care Marketing by John Timothy Gourville,John A. Quelch,V. Kasturi Rangan Pdf

Cases in Health Care Marketing, 1/eby Gourville, Quelch, and Rangan is a collection of Harvard cases that concentrate on marketing within the health care sector. The book is divided into seven sections, exploring topics which include: Developing a Marketing Strategy, Developing New Products, Launching of New Products, Managing Distribution, Managing Communications, Managing the Brand, and International Marketing.

Author : Montague Brown
Publisher : Jones & Bartlett Learning
Page : 230 pages
File Size : 46,8 Mb
Release : 1992
Category : Marketing of Health Services
ISBN : 0834203022

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Health Care Marketing Management by Montague Brown Pdf

This informative guide to marketing offers you a wealth of ideas for survivingand thrivingin the tough competition of health care today. You'll learn about marketing approaches through a wide range of programsmarket segmentation, product line marketing, marketing physician services, using PR, advertising, building patient loyalty, the hospital product mix, outcome marketing, & more. With Health Care Marketing Management on hand, you'll have a guide to the most successful up-to-date strategies & techniques. You'll be able to sort through the confusion surrounding health care marketingand select the right methods for your organization.

Author : National Library of Medicine (U.S.)
Publisher : Unknown
Page : 1032 pages
File Size : 52,9 Mb
Release : 1990
Category : Medicine
ISBN : MINN:31951D00422787B

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National Library of Medicine Current Catalog by National Library of Medicine (U.S.) Pdf

Author : Steven G. Hillestad,Eric N. Berkowitz
Publisher : Jones & Bartlett Learning
Page : 352 pages
File Size : 53,6 Mb
Release : 2018-11-30
Category : Medical
ISBN : 9781284150407

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Health Care Market Strategy by Steven G. Hillestad,Eric N. Berkowitz Pdf

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.

Author : Leigh W. Cellucci,Carla Wiggins,Tracy J. Farnsworth
Publisher : Unknown
Page : 227 pages
File Size : 54,5 Mb
Release : 2014
Category : Electronic books
ISBN : 1567936466

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Healthcare Marketing by Leigh W. Cellucci,Carla Wiggins,Tracy J. Farnsworth Pdf

Experienced healthcare marketers know that the traditional four Ps of business marketing (product, price, placement, and promotion) don't always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps (physicians, patients, payers, public, and the presence of politics) for building a solid foundation in healthcare marketing. Topics include: the history of healthcare marketing practices; physician, patient, and hospital interactions; alignment of strategic marketing efforts to the mission, vision, and values of an organization; ethics of healthcare marketing; stakeholders' roles in healthcare marketing; conflict management techniques; and the basics of a healthcare marketing plan. --

Author : Hiram C. Barksdale,Jac L. Goldstucker
Publisher : Unknown
Page : 508 pages
File Size : 48,5 Mb
Release : 1995
Category : Marketing
ISBN : UCSD:31822018863175

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Marketing Information by Hiram C. Barksdale,Jac L. Goldstucker Pdf