Essentials of health care marketing /
The Healthcare Industry continues to undergo enormous changes with new laws and policies, fresh innovations, and an increasingly educated health consumer. Essentials of Health Care Marketing, Fourth Edition explores the principles of marketing and their particular application in health care. Moreove...
Saved in:
| Online Access: |
Full text (MCPHS users only) |
|---|---|
| Main Author: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Burlington, MA :
Jones & Bartlett Learning,
2017
|
| Edition: | Fourth edition. |
| Subjects: |
MARC
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| 100 | 1 | |a Berkowitz, Eric N., |e author. |0 n 84017965 | |
| 245 | 1 | 0 | |a Essentials of health care marketing / |c Eric N. Berkowitz, PhD, MBA, Professor Emeritus, Isenberg School of Management, University of Massachusetts, Amherst, Massachusetts. |
| 250 | |a Fourth edition. | ||
| 264 | 1 | |a Burlington, MA : |b Jones & Bartlett Learning, |c [2017] | |
| 264 | 4 | |c ©2017 | |
| 300 | |a 1 online resource | ||
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| 504 | |a Includes bibliographical references. | ||
| 505 | 0 | |a The meaning of marketing -- Marketing strategy -- The environment of marketing strategy -- Buyer behavior -- Marketing research -- Market segmentation -- Developing customer loyalty -- Product strategy -- Price -- Distribution -- Promotion -- Advertising -- Sales and sales management -- Controlling and monitoring. | |
| 520 | |a The Healthcare Industry continues to undergo enormous changes with new laws and policies, fresh innovations, and an increasingly educated health consumer. Essentials of Health Care Marketing, Fourth Edition explores the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must adapt in response to the changing environmental forces that are unique to this market. | ||
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