Strategic Marketing for Health Care Organizations: Building a Customer Driven Health System [精裝] (衛生保健組織戰略營銷：建立客戶健康系統)

內容簡介

This much needed text offers an authoritative introduction to strategic marketing and presents a wealth of ideas for gaining the competitive edge in the health care arena. The authors analyze many aspects of customer driven health care industries, and use examples and cases to 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.
 

目錄
Table, Figures, and Exhibits.

Preface.

Acknowledgments.

The Authors.

PART ONE: UNDERSTANDING THE HEALTH CARE SYSTEM AND THE ROLE OF MARKETING.

Chapter One: The Role of Marketing in Health Care Organizations.

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

Chapter Three: The Health Care Industry and Marketing Environment.

Chapter Four: Determinants of the Utilization of Health Care Services.

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 Marketing Research.

Chapter Eight: Market Segmentation, Targeting, Positioning, and Competition.

PART THREE: APPLYING THE MARKETING MIX.

Chapter Nine: Shaping and Managing Product and Service Offerings.

Chapter Ten: Developing and Branding New Offerings.

Chapter Eleven: Pricing Strategies and Decisions in Health Care.

Chapter Twelve: Designing and Managing Health Care Marketing Channels.

Chapter Thirteen: Designing and Managing Integrated Marketing Communications.

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

PART FOUR: IMPLEMENTING AND CONTROLLING THE MARKETING EFFORT.

Chapter Fifteen: Organizing, Implementing, and Controlling Marketing.

Glossary.

Notes.

Index.