Strategic marketing for health care organizations : building a customer-driven health system
Philip Kotler, Joel Shalowitz, and Robert J. Stevens
| Year of publication: |
c2008 ; 1st ed.
|
|---|---|
| Authors: | Kotler, Philip |
| Other Persons: | Shalowitz, Joel (contributor) ; Stevens, Robert J. (contributor) ; Stevens, Robert John (contributor) |
| Publisher: |
San Francisco, Calif. : Jossey-Bass Chichester : John Wiley [distributor] |
| Subject: | Gesundheitswesen | Health care system | Gesundheitsversorgung | Health care | Marketingmanagement | Marketing management | Kundenzufriedenheit | Customer satisfaction | USA | United States | Marketing | Strategisches Management |
| Description of contents: | Table of Contents [swbplus.bsz-bw.de] ; Table of Contents [loc.gov] ; Description [swbplus.bsz-bw.de] ; Description [swbplus.bsz-bw.de] ; Description [loc.gov] ; Description [loc.gov] |
| Extent: | XX, 556 S. graph. Darst. 25 cm |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Formerly CIP Uk. - Includes bibliographical references and index. - The role of marketing in health care organizations -- Defining the health care system and its trade-offs -- The health care industry and marketing environment -- Determinants of the utilization of health care services -- Strategy and market planning -- How health care buyers make choices -- Using market information systems and marketing research -- Market segmentation, targeting, positioning, and competition -- Shaping and managing product and service offerings -- Developing and branding new offerings -- Pricing strategies and decisions in health care -- Designing and managing health care marketing channels -- Designing and managing integrated marketing communications -- Personal marketing communications: word-of-mouth, sales, and direct marketing -- Organizing, implementing, and controlling marketing The role of marketing in health care organizations -- Defining the health care system and its trade-offs -- The health care industry and marketing environment -- Determinants of the utilization of health care services -- Strategy and market planning -- How health care buyers make choices -- Using market information systems and marketing research -- Market segmentation, targeting, positioning, and competition -- Shaping and managing product and service offerings -- Developing and branding new offerings -- Pricing strategies and decisions in health care -- Designing and managing health care marketing channels -- Designing and managing integrated marketing communications -- Personal marketing communications: word-of-mouth, sales, and direct marketing -- Organizing, implementing, and controlling marketing 0803 |
| ISBN: | 978-0-7879-8496-0 ; 0-7879-8496-5 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003591271