This book explains in-depth theories, tools, and models explaining the core ingredients of creating a successful brand. It also discusses how branding on an organizational and personal level is directly proportional to profit and return on investment along with measuring tools. The text includes...

Cover -- Half Title -- Title -- Copyright -- CONTENTS -- Introduction: Another Book About Healthcare? -- Part I: WHEN MEDICAL MARKETS MEET HUMAN NATURE -- Chapter 1: Can Americans Shop Their Way to More Affordable Care? -- Chapter 2: Shopping in the Dark -- Chapter 3: Who's in Charge? The...