Strategic marketing for health care organizations building a customer-driven health system
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...
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| Otros Autores: | , |
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
San Francisco :
Jossey-Bass
c2008
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| Edición: | 1st ed |
| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991004044749708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- 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.
