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

ISBN-10: 0787984965

ISBN-13: 9780787984960

Edition: 2008

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Description: 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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Book details

List price: $92.00
Copyright year: 2008
Publisher: John Wiley & Sons, Incorporated
Publication date: 5/9/2008
Binding: Hardcover
Pages: 576
Size: 7.00" wide x 9.25" long x 1.25" tall
Weight: 2.508
Language: English

Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the world. In addition to his academic research and teaching, Professor Schultz maintains an active schedule of training and consulting with organizations interested in developing and implementing principles of social marketing. He has worked on projects for a variety of organizations, including the Environmental Protection Agency, National Institute of General Medical Science, National Institute of Justice, Keep America Beautiful, California Integrated Waste Management Board, and Opower. His work has been featured in Business Week, the NY Times, BBC International, National Public Radio, Time Magazine, and numerous other media outlets.Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Chicago. Kellogg was voted the �Best Business School� for six years in Business Week�s survey of United States business schools. It is also rated as the �Best Business School for the Teaching of Marketing.� Professor Kotler has significantly contributed to Kellogg�s success through his many years of research and teaching there.He received his master�s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.Professor Kotler is the author of Marketing Management, the most widely adopted marketing book in MBA programs; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; High Visibility; Social Marketing; Marketing Places; Marketing for Hospitality and Tourism; Museum Strategy and Marketing; Standing Room Only; The Marketing of Nations, and Kotler on Marketing. He has published over 100 articles in leading journals, several of which have received best-article awards.He has been Chairman of the College of Marketing of the Institute of Management Sciences, Director of the American Marketing Association, Trustee of the Marketing Science Institute, Director of the MAC Group, former member of the Yankelovich Advisory Board, and member of the Copernicus Advisory Board. He has been a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation.

Philip Kotler is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management and the author of more than thirty books.Joel Shalowitz is professor of Health Industry Management and director of the Health Industry Management Program at the Kellogg School of Management and professor of Medicine and Preventive Medicine, Feinberg School of Medicine, Northwestern University.Robert J. Stevens is president of Health Centric Marketing in Durham, North Carolina and an adjunct professor at the School of Public Health at the University of North Carolina at Chapel Hill.

Robert J. Stevens is a graduate of Brown University and New York University School of Law. Inspired by his son, Robert became an educational consultant in 1998. While helping to shape and refine various curricula for learning centers and in-school programs, Robert has accumulated thousands of hours of hands-on experience with children struggling in school. Along with other educational and developmental experts, Robert created the Spark Development & Learning Program for children with attention, learning, and behavioral issues.

Tables, Figures, and Exhibits
Preface
Acknowledgments
The Authors
The Role of Marketing in Health Care Organizations
Overview: Marketing Is Pervasive in Health Care
The Elements of Marketing Thought
Defining the Health Care System and Its Trade-Offs
Overview: Defining a Health Care System
A Framework for Understanding Health Care Systems
Strategic Choice Model for Organizations and Health Care Systems
Strategic Implications for Health Care
The Health Care Industry and Marketing Environment
Overview: The U.S. Health Care System Needs Improvement
Defining a Well-Designed Health Care System
Major Participants in the Health Care System
Key Managed Care Trends
Dynamic Relations Among Health Care Stakeholders
The Changing Health Care Environment
Determinants of the Utilization of Health Care Services
Overview: Why People Seek Health Care
Multiple Factors Influence Health-Seeking Behavior
Local (Small Area) Variations
Strategy and Market Planning
Overview: Defining the Organization's Purpose and Mission
Strategic Planning
Marketing Strategies
Reassessment of Mission Statement
Strategic Alliances
Marketing Planning
How Health Care Buyers Make Choices
Overview: Key Psychological Processes
The Buying Decision Process: The Five-Stage Model
Organizational Buying and Decision Making
Using Market Information Systems and Marketing Research
Overview: The Need for Market Information
The Components of a Modern Marketing Information System
Internal Records System
Health Care Services: The Clinical and Financial Systems
Health Care Products: The Order-to-Payment Cycle
The Marketing Intelligence System (MIS)
Marketing Research System
The Path Model: Understanding the Health Care Consumer
Marketing Decision Support System
Developing a Marketing Research Plan: Application and Example
Forecasting and Demand Measurement
Secondary-Data Sources
Market Segmentation, Targeting, Positioning, and Competition
Overview: Market Segmentation
Segmentation of Consumer Markets
Market Targeting
Market Positioning
Competitive Forces and Competitors
Shaping and Managing Product and Service Offerings
Overview: Distinguishing Product Types and Levels
The Nature of Services
Viewing the Product Mix
Managing Product Lines
Developing and Branding New Offerings
Overview: The New Offering Development Process
Building the Brand
Managing the Stages of the Product Life Cycle
Building, Maintaining, and Terminating a Brand
Pricing Strategies and Decisions in Health Care
Overview: Understanding Pricing
Consumer Payers
Government Payers
Private Payers
Designing and Managing Health Care Marketing Channels
Overview: Marketing Channels and Value Networks
The Role of Marketing Channels
Channel Functions and Flows
Channel Levels
Service Sector Channels
Channel-Design Decisions
Identifying Major Channel Alternatives
Evaluating the Major Alternatives
Channel-Management Decisions
Modifying Channel Arrangements
Channel Dynamics
Legal and Ethical Issues in Channel Relations
Designing and Managing Integrated Marketing Communications
Overview: The Role of Marketing Communications
Marketing Communications and Brand Equity
Communications Process Models
Developing Effective Communications
Advertising
Sales Promotion
Public Relations and Publicity
Events and Experiences
Factors in Setting the Marketing Communications Mix
Measuring the Communications Results
Managing the Integrated Marketing Communications Process
Coordinating Media
Implementing Integrated Marketing Communications
Personal Marketing Communications: Word-of-Mouth, Sales, and Direct Marketing
Overview: Personal Communication Channels
Word-of-Mouth Marketing
Designing the Sales Force
Health Care Sales to Hospitals and Physicians
Direct Marketing
Organizing, Implementing, and Controlling Marketing
Overview: Organizing for Marketing
Helping the Hospital Become Patient-Oriented
Marketing Implementation
Evaluation and Control
Glossary
Notes
Index
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