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Author : Eric N. Berkowitz
Publisher : Jones & Bartlett Learning
Page : 452 pages
File Size : 42,5 Mb
Release : 2006
Category : Education
ISBN : 0763783501
Health Sciences & Professions
Author : Berkowitz
Publisher : Jones & Bartlett Publishers
Page : 609 pages
File Size : 50,5 Mb
Release : 2016-08-15
Category : Business & Economics
ISBN : 9781284094312
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 : Eric N. Berkowitz
Publisher : Jones & Bartlett Learning
Page : 609 pages
File Size : 41,6 Mb
Release : 2016-08-15
Category : Medical
ISBN : 9781284124194
New Fifth Edition of Essentials of Health Care Marketing coming in March 2021. 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 : John L. Fortenberry
Publisher : Jones & Bartlett Learning
Page : 337 pages
File Size : 47,7 Mb
Release : 2010
Category : Business & Economics
ISBN : 9780763763275
Written from the perspective of the healthcare marketing professional, Health Care Marketing: Tools and Techniques presents a series of 39 essential marketing tools and demonstrates their application in the health care environment.Ideal for undergraduate and graduate courses in health care marketing or health care strategy, the tools cover a broad spectrum of topics including 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.Each chapter focuses on a specific marketing tool and can be read as stand-alone presentation of the topic. Step-by-step guidelines take the reader through techniques that range from time-tested marketing classics to new models that will undoubtedly become classics in time.
Author : Patrick T. Buckley
Publisher : HC Pro, Inc.
Page : 191 pages
File Size : 52,8 Mb
Release : 2009-09-10
Category : Advertising
ISBN : 9781601463517
A complete guide for the thoroughly modern healthcare marketer. Written for the marketer in the field using everyday language and scenarios that will help all members of the marketing department do their jobs better, meet the challenges of accountability, and spend marketing dollars wisely, The Complete Guide to Hospital Marketing, Second Edition looks at the complex field of healthcare marketing in a straightforward but engaging way with information, tips, and strategies that facilities of all sizes, types, and budgets can use right away This unique guide also comes with a CD-ROM containing ready-to-use customizable forms, checklists, and other tools and examples that will help marketers promote quality, create a buzz, and face challenges within an organization, including internal marketing.
Author : John L. Fortenberry
Publisher : Jones & Bartlett Learning
Page : 253 pages
File Size : 49,7 Mb
Release : 2011
Category : Business & Economics
ISBN : 9780763764487
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 : Gamini Gunawardane
Publisher : World Scientific
Page : 515 pages
File Size : 49,6 Mb
Release : 2020-06-05
Category : Business & Economics
ISBN : 9789813279537
This book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This includes the integrated nature of health care marketing, operations management, IT and human resource management; increased use of digital technology and social media; emphasis on enhancing customer-patient experience when strategizing and implementing health care marketing; application of modern services marketing concepts to health care marketing mix, among others.It also addresses recent changes in the U.S. health care industry. Some key issues covered are the increase in federal and state government involvement and oversight of health care delivery; increase in laws and regulations affecting health care management and marketing; growth of specialized health care markets such as Medicare, Medicaid and Affordable Care Act; globalization of health care and greater focus on legal and ethical health care marketing practices.Modern Health Care Marketing is an essential read to understand the integrated nature of health care marketing in the technologically driven, customer/patient-focused and globalized environment. It is also a useful reference for professionals to pick up best practices on addressing challenges faced in the modern health care industry.
Author : Steven G. Hillestad,Eric N. Berkowitz
Publisher : Jones & Bartlett Learning
Page : 282 pages
File Size : 46,9 Mb
Release : 1991
Category : Health services administration
ISBN : 0834201887
Health Care Marketing Plans offers health care managers & marketeers step-by-step advice on how to develop & implement a successful marketing strategy for their facility.
Author : Steven G. Hillestad,Eric N. Berkowitz
Publisher : Jones & Bartlett Learning
Page : 352 pages
File Size : 40,8 Mb
Release : 2018-11-30
Category : Medical
ISBN : 9781284150407
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 : Hari Singh
Publisher : Taylor & Francis
Page : 283 pages
File Size : 41,9 Mb
Release : 2017-12-15
Category : Business & Economics
ISBN : 9781351582391
Medical care is an industry and private providers and hospitals are the major service providers. They operate on business principles. Hospitals are getting highly specialized and complex. The diagnostics and therapeutics are technology intensive. Private establishments have to compete with one another to remain in business. They strive to induct the best talent and latest technical know-how, resulting in ever-increasing costs to patients. Patients, who pay high charges, demand quality as a matter of right. To meet the challenge, hospitals are constrained to bring in professionalism in their systems and services. They appoint qualified professional managers to manage their clinics and hospitals with a view to sparing health professionals to focus on clinical care. Whether right or wrong, ‘management’ is often associated with authority and power. As a result, the medical professionals are reduced to secondary level in some organizations. To retain commanding positions in medical organizations, it has become necessary for the healthcare professionals to learn ‘management’, at least its basics. On the other hand, non-medical managers while managing healthcare services do not get the required cooperation from the medical professionals, as the latter are often secretive and not willing to share medical knowledge. If medical knowledge is demystified, non-medical managers can perform many functions in healthcare organizations proficiently. Both medical and non-medical managers can complement each other in providing quality healthcare services. The book aims to orient clinicians (including physicians and nurses) and other healthcare professionals on the essentials of business management and to familiarize them with management terms and jargon. They can learn to be effective managers besides being health professionals. Similarly, non- medical managers can get familiarized to nuances of clinical care and special managerial requirements of healthcare facilities. They all will be able to relate processes in healthcare settings with the concepts of business management. They can develop expertise on patient relationship management
Author : Leigh Cellucci
Publisher : Unknown
Page : 239 pages
File Size : 46,5 Mb
Release : 2013
Category : Electronic
ISBN : 1640550798
Author : Richard K. Thomas
Publisher : Unknown
Page : 128 pages
File Size : 47,8 Mb
Release : 2020
Category : Electronic
ISBN : 164055159X
"This book explains the traditional and contemporary approaches that healthcare marketers rely on and that enable healthcare organizations to rise above current trends and turmoil to position themselves for the future healthcare environment"--
Author : Berkowitz
Publisher : Jones & Bartlett Publishers
Page : 440 pages
File Size : 53,6 Mb
Release : 2006-02
Category : Medical
ISBN : 144961745X
Author : Eric Berkowitz
Publisher : Jones & Bartlett Learning
Page : 536 pages
File Size : 43,8 Mb
Release : 2010-10-22
Category : Medical
ISBN : 9780763783334
Health Sciences & Professions
Author : Philip Kotler,Robert J. Stevens,Joel I. Shalowitz
Publisher : John Wiley & Sons
Page : 418 pages
File Size : 48,7 Mb
Release : 2021-02-17
Category : Medical
ISBN : 9781118355831
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.