Strategic marketing for health care organizations : building a customer-driven health system / Philip Kotler, Joel Shalowitz, and Robert J. Stevens
Publication details: San Francisco, Calif. : Jossey-Bass, c2008Description: xx, 556 p. : ill. ; 25 cmISBN:- 0787984965
- 9780787984960
- HF 800.
Contents:
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.
| Item type | Home library | Collection | Class number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
| Book | South London and Maudsley Trust Library Shelves | HF 800 KOT (Browse shelf(Opens below)) | 1 | Available | R17877X0069 | |||
| Book | Whipps Cross Library (Barts Health) Shelves | Newham collection at Whipps Cross | W 546 KOT (Browse shelf(Opens below)) | Available | N03080 |
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| HF 800 KEL Kellogg on branding : | HF 800 KER Likeable social media : | HF 800 KOT Principles of marketing | HF 800 KOT Strategic marketing for health care organizations : building a customer-driven health system / | HF 800 MAC 500 social media marketing tips : | HF 800 MCD Marketing plans for service businesses : | HF 800 MCD Marketing plans : |
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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