Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System - Softcover

Kotler, Philip

 
9781118355831: Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System
Softcover
ISBN 10: 1118355830 ISBN 13: 9781118355831
Verlag: Jossey-Bass, 2021

Inhaltsangabe

A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems

There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience.

Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants.

The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing – with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises.

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Über die Autorin bzw. den Autor

PHILIP KOTLER is the S.C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, (emeritus), at Northwestern University. He is an author of over 150 scholarly articles and 80 books.

ROBERT J. STEVENS is president of Health Centric Marketing Services, a health care marketing research and strategy firm. He is an adjunct instructor at the Love School of Business at Elon University.

JOEL SHALOWITZ is a physician and was professor and director of the Health Industry Management Program at the Kellogg School of Management at Northwestern University. He is an affiliate professor, Institute of Management, Scuola Superiore Sant'Anna, Pisa, Italy and senior fellow at ETLA, the Research Institute of the Finnish Economy.

Von der hinteren Coverseite

PRAISE FOR STRATEGIC MARKETING FOR HEALTH CARE ORGANIZATIONS

"Kotler, Stevens, & Shalowitz have created an essential source of graduate student learning and application in this revised text. Reinforcing established marketing models into the dynamic health care industry will position MBA, MHA, and MPH students to contribute immediately to the field. Health care providers, payers, life sciences companies, and public agencies and institutions must see marketing as a tool to understand and put the patient first. This text on market analyses and user-centricity does just that."
—Leah J. Vriesman, Executive Director & Professor of Executive Programs in Health Policy & Management, and Co-Director of the Center for Healthcare Management at the UCLA Fielding School of Public Health

"The second edition of Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System continues the outstanding legacy established by the first. In this comprehensively updated work, Kotler, Stevens, and Shalowitz clearly and convincingly present core foundations and cutting-edge insights, bringing the theory and practice of health care marketing to life. Its accessible, yet rigorous style suits health and medical academics, executives, and students alike, providing rich education and enlightenment. A true masterpiece of the discipline, it should be considered required reading for anyone serious about health care marketing."
—John L. Fortenberry, Jr., Professor and Chair, Elrod Department of Health Administration, LSU Shreveport, and Vice President of Marketing Strategy and Planning, Willis-Knighton Health System

Aus dem Klappentext

PRAISE FOR STRATEGIC MARKETING FOR HEALTH CARE ORGANIZATIONS

Kotler, Stevens, & Shalowitz have created an essential source of graduate student learning and application in this revised text. Reinforcing established marketing models into the dynamic health care industry will position MBA, MHA, and MPH students to contribute immediately to the field. Health care providers, payers, life sciences companies, and public agencies and institutions must see marketing as a tool to understand and put the patient first. This text on market analyses and user-centricity does just that.
--Leah J. Vriesman, Executive Director & Professor of Executive Programs in Health Policy & Management, and Co-Director of the Center for Healthcare Management at the UCLA Fielding School of Public Health

The second edition of Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System continues the outstanding legacy established by the first. In this comprehensively updated work, Kotler, Stevens, and Shalowitz clearly and convincingly present core foundations and cutting-edge insights, bringing the theory and practice of health care marketing to life. Its accessible, yet rigorous style suits health and medical academics, executives, and students alike, providing rich education and enlightenment. A true masterpiece of the discipline, it should be considered required reading for anyone serious about health care marketing.
--John L. Fortenberry, Jr., Professor and Chair, Elrod Department of Health Administration, LSU Shreveport, and Vice President of Marketing Strategy and Planning, Willis-Knighton Health System

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Verlag
Jossey-Bass
Erscheinungsdatum
2021
Sprache
Englisch
ISBN 10 
1118355830
ISBN 13 
9781118355831
Einband
Tapa blanda
Auflage
2
Anzahl der Seiten
416
Kontakt zum Hersteller
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Verantwortliche Person
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