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Healthcare Marketing: A Case Study Approach

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ISBN-10: 1567936059

ISBN-13: 9781567936056

Edition: 2013

Authors: Leigh W. Cellucci, Carla Wiggins, Tracy J. Farnsworth

List price: $102.00
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Experienced healthcare marketers know that the traditional four Ps of business marketing--product, price, placement, and promotion--don't always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps--physicians, patients, payers, public, and the presence of politics--for building a solid foundation in healthcare marketing. The book focuses on the unique needs of marketing in healthcare, applying general marketing theory and concepts where appropriate and tapping into the day-to-day experiences of working healthcare marketing professionals. The four main parts of the book are introduced by comprehensive cases…    
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Book details

List price: $102.00
Copyright year: 2013
Publisher: Foundation of the Amer College
Binding: Paperback
Pages: 310
Size: 7.75" wide x 9.75" long x 0.50" tall
Weight: 1.386
Language: English