Essentials of health care marketing / Eric N. Berkowitz.

By:

Berkowitz, Eric N [author]

Material type: Text

TextPublication details: Sudbury, Massachusetts : Jone and Bartlett Learning, c2011Edition: Third editionDescription: xx, 515 pages : illustrations, maps ; 23 cmISBN:

9780763783334

Subject(s):

MEDICAL CARE -- MARKETING

LOC classification:

RA 410.56 .B47 2011

Contents:

The meaning of marketing -- Marketing strategy -- The environment of marketing strategy -- Buyer behavior -- Marketing research -- Market segmentation -- Developing customer loyalty -- Product strategy -- Price -- Distribution -- Promotion -- Advertising -- Sales and sales management -- Controlling and monitoring.

Summary: The Healthcare Industry continues to undergo enormous changes with new laws and policies, fresh innovations, and an increasingly educated health consumer. As such, Healthcare Administrators must be prepared to shift their strategies in order to meet the demands of this dynamic market. Third 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. The text is a complete curriculum of marketing management tools and techniques and is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation.

Item type:

Books

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Holdings
Item type	Current library	Home library	Collection	Call number	Copy number	Status	Date due	Barcode
Books	National University - Manila	LRC - Main General Circulation	Pharmacy	GC RA 410.56 .B47 2011 (Browse shelf(Opens below))	c.1	Available		NULIB000009726

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Previous	GC R 855.3 .A24 2015 Health technology assessment and health policy today : a multifaceted view of their unstable crossroads /	GC R 855.3 .B87 2020 The Business of healthcare innovation /	GC RA 410.53 .B73 2010 Health economics /	GC RA 410.56 .B47 2011 Essentials of health care marketing /	GC RA 410.56 .J67 2021 Pharmaceutical management and marketing /	GC RA 427. 9 .K86 2009 Health education and community pharmacy /	GC RA 427.9 .R88 2017 Community pharmacy : symptoms, diagnosis, and treatment /	Next

Includes bibliographical references and index.

The Healthcare Industry continues to undergo enormous changes with new laws and policies, fresh innovations, and an increasingly educated health consumer. As such, Healthcare Administrators must be prepared to shift their strategies in order to meet the demands of this dynamic market. Third 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. The text is a complete curriculum of marketing management tools and techniques and is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation.

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