Princeton University Library Catalog

Essentials of health care marketing / Eric N. Berkowitz.

Author:
Berkowitz, Eric N. [Browse]
Format:
Book
Language:
English
Published/​Created:
Sudbury, Mass. : Jones and Bartlett Publishers, c2006.
Εdition:
2nd ed.
Description:
xvi, 416 p. : ill. ; 23 cm.
Summary note:
"Essentials of Health Care Marketing, Second Edition, is a complete curriculum of marketing management tools and techniques and is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation. This book provides the reader with a foundational knowledge of the principles of marketing and their application in health care. Moreover, as health care has changed over the past 20 years, this text provides a perspective of how the application of marketing principles also must shift in terms of their strategic application to respond to the changing environmental forces of the marketplace."--BOOK JACKET.
Bibliographic references:
Includes bibliographical references and index.
Contents:
Ch. 1. The meaning of marketing -- Ch. 2. Marketing strategy -- Ch. 3. The environment of marketing strategy -- Ch. 4. Buyer behavior -- Ch. 5. Marketing research -- Ch. 6. Market segmentation -- Ch. 7. Developing customer loyalty -- Ch. 8. Product strategy -- Ch. 9. Price -- Ch. 10. Distribution -- Ch. 11. Promotion -- Ch. 12. Advertising -- Ch. 13. Sales and sales management -- Ch. 14. Controlling and monitoring.
Subject(s):
Medical careMarketing [Browse]
ISBN:
0763783501 (pbk.)
LCCN:
2005027417
OCLC:
61692727
RCP:
C - S