Marketing Health Services, Second Edition
Richard K. Thomas, "Marketing Health Services, Second Edition"
Health Administration | 2009 | ISBN: 156793336X | 495 pages | PDF | 1,8 MB
Health Administration | 2009 | ISBN: 156793336X | 495 pages | PDF | 1,8 MB
Healthcare marketing has not only come of age; it has also risen to a new level of prominence. Increased competition has driven healthcare prers 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 pres 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.
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