Essentials of health care marketing /
In this text your students will receive a complete curriculum of marketing management tools and techniques. Filled with examples from a wide array of health care providers, health systems, HMOs, physician-hospital organizations, and more, Essentials of Health Care Marketing covers market research, s...
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| Format: | Book |
| Language: | English |
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Gaithersburg, Md. :
Aspen Publishers,
1996
Gaithersburg, Md. : 1996 |
| Subjects: |
Table of Contents:
- 1 The meaning of marketing
- 2. Marketing strategy
- 3. The environment of marketing strategy
- 4. Buyer behavior
- 5. Marketing research
- 6. Market segmentation
- 7. Developing customer loyalty
- 8. Product strategy
- 9. Price
- 10. Distribution
- 11. Promotion
- 12. Advertising
- 13. Sales and sales management
- 14. Controlling and monitoring.
- Pt. I The Marketing Process. Ch. 1. The Meaning of Marketing. Ch. 2. Marketing Strategy. Ch. 3. The Environment of Marketing Strategy
- Pt. II. Understanding the Consumer. Ch. 4. Buyer Behavior. Ch. 5. Marketing Research. Ch. 6. Market Segmentation
- Pt. III. The Marketing Mix. Ch. 7. Product Strategy. Ch. 8. Price. Ch. 9. Distribution. Ch. 10. Promotion. Ch. 11. Advertising. Ch. 12. Sales. Ch. 13. Controlling and Monitoring the Marketing Strategy. Appendix A - Glossary.