9780787984960

Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System

  • ISBN 13:

    9780787984960

  • ISBN 10:

    0787984965

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 05/01/2008
  • Publisher: JOSSEY BASS

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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 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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