Health care market strategy : from planning to action

"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. In this new edition, you'll also discover the latest practical applications for strategy development, the marketing planning process, challenges of a competitive marketplace, vision, and other critical aspects of health care marketing. New to this Edition: Updated references to examples of market champions, disruptive organizations and innovative leaders as well as new discussions of the social and business conflicts between 'good market share' and 'bad market share' and potential future disruptive technologies. Updated examples reflecting current business models such as online retailers and online health information websites such as WebMD. Thoroughly updated chapter on the competitive marketplace with material on environmental trends, technology, competition, and shifts in market condition. More discussion on federal policy, Medicare and Medicaid, the ramifications of an aging population, higher costs, strained healthcare systems and an unpredictable congress "--