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Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System / Edition 1

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ISBN-10:: 0787984965
ISBN-13:: 9780787984960
Pub. Date:: 05/09/2008
Publisher:: Wiley

ISBN-10:: 0787984965
ISBN-13:: 9780787984960
Pub. Date:: 05/09/2008
Publisher:: Wiley

Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System / Edition 1

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Overview

This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.

Product Details

ISBN-13:	9780787984960
Publisher:	Wiley
Publication date:	05/09/2008
Edition description:	Older Edition
Pages:	576
Product dimensions:	6.90(w) x 9.20(h) x 1.30(d)

About the Author

THE AUTHORS

Philip Kotler is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management and the author of more than thirty books.

Joel Shalowitz is Professor of Health Industry Management and director of the Health Industry Management Program at the Kellogg School of Management and Professor of Medicine and Preventive Medicine, Feinberg School of Medicine, Northwestern University.

Robert J. Stevens is president of Health Centric Marketing in Durham, North Carolina and an Adjunct Professor at the School of Public Health at the University of North Carolina at Chapel Hill.

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Table, Figures, and Exhibits.

Preface.

Acknowledgments.

The Authors.

PART ONE: UNDERSTANDING THE HEALTH CARE SYSTEM AND THE ROLEOF MARKETING.

Chapter One: The Role of Marketing in Health CareOrganizations.

Chapter Two: Defining the Health Care System and ItsTrade-offs.

Chapter Three: The Health Care Industry and MarketingEnvironment.

Chapter Four: Determinants of the Utilization of Health CareServices.

PART TWO: ANALYZING THE MARKET.

Chapter Five: Strategy and Market Planning.

Chapter Six: How Health Care Buyers Make Choices.

Chapter Seven: Using Market Information Systems and MarketingResearch.

Chapter Eight: Market Segmentation, Targeting, Positioning, andCompetition.

PART THREE: APPLYING THE MARKETING MIX.

Chapter Nine: Shaping and Managing Product and ServiceOfferings.

Chapter Ten: Developing and Branding New Offerings.

Chapter Eleven: Pricing Strategies and Decisions in HealthCare.

Chapter Twelve: Designing and Managing Health Care MarketingChannels.

Chapter Thirteen: Designing and Managing Integrated MarketingCommunications.

Chapter Fourteen: Personal Marketing Communications:Word-of-Mouth, Sales, and Direct Marketing.

PART FOUR: IMPLEMENTING AND CONTROLLING THE MARKETINGEFFORT.

Chapter Fifteen: Organizing, Implementing, and ControllingMarketing.

Glossary.

Notes.

Index.

From the B&N Reads Blog

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Editorial Reviews

Reviewer: Lena L Watson, Dr. RN, MBA/HCM(University of Phoenix)
Description: This book approaches healthcare marketing from a customer-based context rather than products and services basis. Recognizing the growing trend in healthcare, the book considers a humanistic approach to marketing in a complex industry.
Purpose: According to the authors, one of the many reasons for this book is to give healthcare providers a reference to promote efforts to develop and enhance customer-driven services to their clients.
Audience: The intended audience includes anyone working in healthcare systems. More specifically, it is suitable for managers responsible for any aspect of marketing functions in healthcare delivery settings. This includes educators and healthcare administration/management learners. The authors are distinguished academicians on this topic.
Features: The book is essentially divided into four parts. Part one provides an overview of healthcare marketing. Part two gives readers insights on ways to analyze users of the healthcare system. Part three provides recommendations for tools. Chapter four has useful suggestions to help healthcare providers achieve marketing goals. The book has an abundance of tables, figures, and exhibits. Learning objectives are clearly stated at the beginning of the chapters. The vignettes and opening examples help readers gain further knowledge and insight into the material. The authors take a unique approach to marketing by comparing the U.S. healthcare marketplace with other countries, such as Canada and the U.K.
Assessment: This is an excellent textbook and/or reference appropriate for novice to expert healthcare leaders. It contains pertinent information supported by easy-to-understand illustrations. The authors are experts in the field who effectively cover a vast amount of current healthcare marketing information in a manner that can be appreciated by a broad reader audience.

Doody's Review Service

Praise for Strategic Marketing for Health Care Organizations
"This outstanding book not only delineates powerful conceptualframeworks and tools but is also studded with real-life,captivating examples in organizations that range from governmentsto biotech firms to Web portals, that illustrate how to make ithappen. A tour de force."
—Regina E. Herzlinger, Nancy R. McPherson Professor ofBusiness Administration, Harvard Business School
"This book is a first-rate introduction to the concepts andtools professional marketers use to develop cutting-edge valuepropositions for key target audiences in a range of health carearenas. It offers both frameworks for thinking about marketingstrategy and insights into a range of tactical alternatives. It isa state-of-the-art volume for those in various health care fieldswho are eager to be better marketers, students who want to jointheir ranks, and those who simply are wondering what marketing isall about and how it might help their organizations."
—Alan R. Andreasen, professor of marketing, McDonough Schoolof Business, Georgetown University
"Kotler, Shalowitz, and Stevens, in this important book,Strategic Marketing for Health Care Organizations, make manyvaluable contributions to our field, especially their discussion oftradeoffs among the three core aims of any health care system:cost, quality, and access. Students and professionals continuallyface this problem all the time."
—Lawton R. Burns, James Joo-Jin Kim Professor, professor ofHealth Care Systems and Management, the Wharton School of theUniversity of Pennsylvania and director, Wharton Center for HealthManagement and Economics
"This work places marketing as a core activity impacting all ofhealth care, from prevention to continuing care. It provides acomprehensive foundation for beginners and a valuable reference forexperienced managers on a major and often overlooked aspect ofmanagement."
—John R. Griffith, Andrew Pattullo Collegiate Professor,Department of Health Management and Policy and director, GriffithLeadership Center, Department of Health Management and Policy,University of Michigan School of Public Health

From the Publisher

Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System / Edition 1

Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System / Edition 1

Hardcover

This item is available online through Marketplace sellers.

Temporarily Out of Stock Online

This item is available online through Marketplace sellers.

Overview

Product Details

About the Author

Read an Excerpt

Table of Contents

Customer Reviews

This item is available online through Marketplace sellers.

Temporarily Out of Stock Online

This item is available online through Marketplace sellers.

Overview

Product Details

About the Author

Read an Excerpt

Table of Contents

Related Subjects

Customer Reviews