Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System

Philip Kotler, Joel Shalowitz, Robert J. Stevens

Anno: 2008
Rilegatura: Hardback
Pagine: 576 p.
Testo in English
Dimensioni: 240 x 179 mm
Peso: 1072 gr.
  • EAN: 9780787984960
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This much needed text offers an authoritative introduction to strategic marketing and presents a wealth of ideas for gaining the competitive edge in the health care arena. The authors analyze many aspects of customer driven health care industries, and use examples and cases to show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With "Strategic Marketing for Health Care Organizations", students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.