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.
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Strategic marketing for health care organizations : building a customer-driven health system by Philip Kotler. ISBN 9780787984960. Published by Jossey-Bass in 2008. Publication and catalogue information, links to buy online and reader comments.
