Book 2008

Health Services Marketing

A Practitioner's Guide

Authors:

ISBN: 978-0-387-73604-4 (Print) 978-0-387-73606-8 (Online)

Table of contents (13 chapters)

  1. Front Matter

    Pages i-xi

  2. No Access

    Chapter

    Pages 1-10

    Introduction to Healthcare Marketing

  3. No Access

    Chapter

    Pages 11-20

    The Basics of Marketing

  4. No Access

    Chapter

    Pages 21-30

    The Marketing Process

  5. No Access

    Chapter

    Pages 31-51

    Marketing Research

  6. No Access

    Chapter

    Pages 52-64

    Marketing Planning

  7. No Access

    Chapter

    Pages 65-80

    Healthcare Products and Customers

  8. No Access

    Chapter

    Pages 81-90

    Paying the Marketing Freight

  9. No Access

    Chapter

    Pages 91-101

    Market Positioning and Strategy Development

  10. No Access

    Chapter

    Pages 102-117

    Choosing Among Promotional Options

  11. No Access

    Chapter

    Pages 118-125

    Social Marketing

  12. No Access

    Chapter

    Pages 126-136

    The New Healthcare Marketing

  13. No Access

    Chapter

    Pages 137-150

    Measuring the Effectiveness of Marketing

  14. No Access

    Chapter

    Pages 151-155

    How to Be a Healthcare Marketing “Hero”

  15. Back Matter

    Pages 157-160