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Marketing Health Services 2nd Edition by Richard Thomas 9781567933369 156793336X

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Marketing Health Services Second Edition Richard K. Thomas Digital Instant Download

Author(s): Richard K. Thomas
ISBN(s): 9781567933369, 156793336X
Edition: Second Edition
File Details: PDF, 2.25 MB
Year: 2009
Language: english
SKU: EB-1825544 Category: Tag:

Marketing Health Services 2nd Edition by Richard Thomas – Ebook PDF Instant Download/Delivery: 9781567933369, 156793336X

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Product details:

ISBN 10: 156793336X

ISBN 13: 9781567933369

Author: Richard K. Thomas

Healthcare marketing has not only come of age; it has also risen to a new level of prominence. Increased competition has driven healthcare providers to better understand the market in which they operate, their customers, and their customers motivations. Marketing is now a recognized and established function in many healthcare organizations. This book introduces healthcare leaders to the concepts they need to understand to plan and launch an effective marketing initiative. It provides a comprehensive view of the marketing process, from evaluating market needs to developing a marketing campaign to evaluating marketing efforts. This edition discusses recent developments in healthcare that are affecting the marketing of health services, as well as contemporary marketing approaches.

Table of contents:

PART I HEALTHCARE MARKETING: HISTORY AND CONCEPTS
CHAPTER 1 THE ORIGIN AND EVOLUTION OF MARKETING IN HEALTHCARE
CHAPTER 2 THE EVOLVING SOCIETAL AND HEALTHCARE CONTEXT
CHAPTER 3 BASIC MARKETING CONCEPTS
CHAPTER 4 MARKETING AND THE HEALTHCARE ORGANIZATION

PART II UNDERSTANDING HEALTHCARE MARKETS
CHAPTER 5 THE NATURE OF HEALTHCARE MARKETS
CHAPTER 6 HEALTHCARE CONSUMERS AND CONSUMER BEHAVIOR
CHAPTER 7 HEALTHCARE PRODUCTS AND SERVICES
CHAPTER 8 FACTORS IN HEALTH SERVICES UTILIZATION

PART III HEALTHCARE MARKETING TECHNIQUES
CHAPTER 9 MARKETING STRATEGIES
CHAPTER 10 TRADITIONAL MARKETING TECHNIQUES: PROMOTIONAL MIX AND MEDIA
CHAPTER 11 CONTEMPORARY MARKETING TECHNIQUES
CHAPTER 12 HEALTHCARE MARKETING IN INTERNATIONAL PERSPECTIVE

PART IV MANAGING AND SUPPORTING THE MARKETING EFFORT
CHAPTER 13 MANAGING AND EVALUATING THE MARKETING PROCESS
CHAPTER 14 MARKETING RESEARCH IN HEALTHCARE
CHAPTER 15 MARKETING PLANNING
CHAPTER 16 SOURCES OF MARKETING DATA

PART V THE FUTURE OF HEALTHCARE MARKETING
CHAPTER 17 HEALTHCARE MARKETING IN 2010 AND BEYOND

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Tags: Richard Thomas, Marketing, Health, Services