Strategic Marketing for Health Care Organizations : Building a Customer-Driven Health System
Philip Kotler; Joel I Shalowitz; Robert J Stevens
Wiley
9780787984960
0-7879-8496-5
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.
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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.
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