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Strategic Marketing For Health Care Organizations: Building A Customer–Driven Health System de Philip Kotler

Strategic Marketing For Health Care Organizations: Building A Customer–Driven Health System

Autor Philip Kotler, Robert J. Stevens, Joel I. Shalowitz
en Limba Engleză Paperback – 27 ian 2021
StrategicMarketinginHealthCareOrganiationsinitsfirsteditionfastbecameoneofthetopsellingintroductorytextbooksonmarketinginhealthcareorganizations,applyingworldreknownprofessorPhilipKotler'sstrategicmarketingmodeltothedynamicworldofhealthcareorganizations.Inthisnewedition,reflectingsubstantialinputfromadopters,thebookfurtherintensifiesitsfocusontheuniquemarketingneedsandsolutionsofhealthcareorganizations,includingphysicanpractices,hospitals,longtermcarefacilities,publichealthfacilities,insurersandmanagedcareorganizations,healthcarecomputing,pharmaceuticalcompanies,biotechnologyfirms,andmedicaldevicemanufacturers.Perspectivesincludemarketingofproductsandservicesaswellassocialmarketing,globalapproaches,andphysicianrecruitment.Thebook'stried-and-truestepwiseapproachguidesreadersinessentialstepsofdevelopingastrategicmarketingplan,puttingitintoeffect,andmeasuringitsoutcomes,foralltypesofhealthcareprofessionals.WithStrategicMarketingforHealthCareOrganizations,studentsandfutureadministratorswillhaveaguidetothemostsuccessfulstrategiesandtechniques,presentedreadytoapplybythemostknowledgeableauthors.Contents:
Chapter1.Healthcaremanagementneedsstrategicmarketing:Usingmarketingtoolstosolveproblemsanddelivervalueinhealthcare.
Chapter2.Howtoconductanactionablehealthcaremarketanalysis:How,andwhy,toanalyzethehealthcareenvironmentandspecificmarkets.
Chapter3.HowtoWriteaStrategicHealthCareMarketingPlan:Thischapterisausermanualforwritingahealthcaremarketingplan,covering1)situationanalysis,2)marketinggoalsandobjectives,3)overallstrategies,and4)marketingmixstrategies.AppendixCoutlinesasamplemarketingplan.
Chapter4.TheConsumerMarketandMarketingtoConsumers
Chapter5.ThePhysicianMarketandMarketingPhysicianServices
Chapter6.TheHospitalMarketandMarketingHospitalServices
Chapter7.ThePharmaceuticalandBiotechnologyMarketsandMarketingPharmaandBiotechProducts
Chapter8.TheMedicalDeviceMarketandMarketingMedicalDevices
Chapter9.TheHealthInformationSystemMarketandMarketingHIS
Chapter10.ApplyingStrategicMarketingtoSocialHealthCareMarketingOrganizations:Globalinitiativeswillbeincluded.
Chapter11.ApplyingStrategicMarketingtoHealthPolicyandHealthReform:Howcouldlegislatorsandpolicyadministratorsusestrategichealthcaremarketingtoincreasevalue?HowcouldastrategicmarketingplanhavehelpedimprovetheAffordableCareAct?
Appendix:HealthCareMarketingCases:HarvardBusinessPublishing-qualitycases.Examples:Hospice,HIVpreventioninAfrica,medicaldevice,healthreform,etc.
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Specificații

ISBN-13: 9781118355831
ISBN-10: 1118355830
Pagini: 416
Dimensiuni: 178 x 235 x 22 mm
Greutate: 0.64 kg
Ediția:2nd Edition
Editura: Wiley
Locul publicării:Hoboken, United States

Descriere

Strategic Marketing in Health Care Organiations in its first edition fast became one of the top selling introductory textbooks on marketing in health care organizations, applying world reknown professor Philip Kotler's strategic marketing model to the dynamic world of health care organizations. In this new edition, reflecting substantial input from adopters, the book further intensifies its focus on the unique marketing needs and solutions of health care organizations, including physican practices, hospitals, long term care facilities, public health facilities, insurers and managed care organizations, health care computing, pharmaceutical companies, biotechnology firms, and medical device manufacturers. Perspectives include marketing of products and services as well as social marketing, global approaches, and physician recruitment.  The book's tried-and-true stepwise approach guides readers in essential steps of developing a strategic marketing plan, putting it into effect, and measuring its outcomes, for all types of health care professionals. 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.

Notă biografică

PHILIP KOTLER is the S.C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, (emeritus), at Northwestern University. He is an author of over 150 scholarly articles and 80 books.
ROBERT J. STEVENS is president of Health Centric Marketing Services, a health care marketing research and strategy firm. He is an adjunct instructor at the Love School of Business at Elon University.
JOEL SHALOWITZ is a physician and was professor and director of the Health Industry Management Program at the Kellogg School of Management at Northwestern University. He is an affiliate professor, Institute of Management, Scuola Superiore Sant'Anna, Pisa, Italy and senior fellow at ETLA, the Research Institute of the Finnish Economy.