Strategic Marketing For Health Care Organizations (eBook)

Building A Customer-Driven Health System

Philip Kotler, Joel I. Shalowitz, Robert J. Stevens (Autoren)

eBook Download: PDF

2008 | 1. Auflage
576 Seiten
John Wiley & Sons (Verlag)
978-0-470-24909-3 (ISBN)

Infos

This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.

Autor

THE AUTHORS Philip Kotler is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management and the author of more than thirty books. Joel Shalowitz is Professor of Health Industry Management and director of the Health Industry Management Program at the Kellogg School of Management and Professor of Medicine and Preventive Medicine, Feinberg School of Medicine, Northwestern University. Robert J. Stevens is president of Health Centric Marketing in Durham, North Carolina and an Adjunct Professor at the School of Public Health at the University of North Carolina at Chapel Hill.

Inhalt

Table, Figures, and Exhibits.

Preface.

Acknowledgments.

The Authors.

PART ONE: UNDERSTANDING THE HEALTH CARE SYSTEM AND THE ROLEOF MARKETING.

Chapter One: The Role of Marketing in Health CareOrganizations.

Chapter Two: Defining the Health Care System and ItsTrade-offs.

Chapter Three: The Health Care Industry and MarketingEnvironment.

Chapter Four: Determinants of the Utilization of Health CareServices.

PART TWO: ANALYZING THE MARKET.

Chapter Five: Strategy and Market Planning.

Chapter Six: How Health Care Buyers Make Choices.

Chapter Seven: Using Market Information Systems and MarketingResearch.

Chapter Eight: Market Segmentation, Targeting, Positioning, andCompetition.

PART THREE: APPLYING THE MARKETING MIX.

Chapter Nine: Shaping and Managing Product and ServiceOfferings.

Chapter Ten: Developing and Branding New Offerings.

Chapter Eleven: Pricing Strategies and Decisions in HealthCare.

Chapter Twelve: Designing and Managing Health Care MarketingChannels.

Chapter Thirteen: Designing and Managing Integrated MarketingCommunications.

Chapter Fourteen: Personal Marketing Communications:Word-of-Mouth, Sales, and Direct Marketing.

PART FOUR: IMPLEMENTING AND CONTROLLING THE MARKETINGEFFORT.

Chapter Fifteen: Organizing, Implementing, and ControllingMarketing.

Glossary.

Notes.

Index.

Rezensionen

Praise for Strategic Marketing for Health Care Organizations

"This outstanding book not only delineates powerful conceptual
frameworks and tools but is also studded with real-life,
captivating examples in organizations that range from governments
to biotech firms to Web portals, that illustrate how to make it
happen. A tour de force."

--Regina E. Herzlinger, Nancy R. McPherson Professor of
Business Administration, Harvard Business School

"This book is a first-rate introduction to the concepts and
tools professional marketers use to develop cutting-edge value
propositions for key target audiences in a range of health care
arenas. It offers both frameworks for thinking about marketing
strategy and insights into a range of tactical alternatives. It is
a state-of-the-art volume for those in various health care fields
who are eager to be better marketers, students who want to join
their ranks, and those who simply are wondering what marketing is
all about and how it might help their organizations."

--Alan R. Andreasen, professor of marketing, McDonough School
of Business, Georgetown University

"Kotler, Shalowitz, and Stevens, in this important book,
Strategic Marketing for Health Care Organizations, make many
valuable contributions to our field, especially their discussion of
tradeoffs among the three core aims of any health care system:
cost, quality, and access. Students and professionals continually
face this problem all the time."

--Lawton R. Burns, James Joo-Jin Kim Professor, professor of
Health Care Systems and Management, the Wharton School of the
University of Pennsylvania and director, Wharton Center for Health
Management and Economics

"This work places marketing as a core activity impacting all of
health care, from prevention to continuing care. It provides a
comprehensive foundation for beginners and a valuable reference for
experienced managers on a major and often overlooked aspect of
management."

--John R. Griffith, Andrew Pattullo Collegiate Professor,
Department of Health Management and Policy and director, Griffith
Leadership Center, Department of Health Management and Policy,
University of Michigan School of Public Health

Produkt-Details

• Erscheint lt. Verlag: 2.4.2008
• Sprache: englisch
• Themenwelt: Medizin / Pharmazie ► Allgemeines / Lexika
• Themenwelt: Medizin / Pharmazie ► Gesundheitswesen
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Öffentlicher Gesundheitsdienst u. Gesundheitspolitik • Gesundheits- u. Sozialwesen • Health & Social Care • Öffentlicher Gesundheitsdienst u. Gesundheitspolitik • Public Health • Public Health Services & Policy
• ISBN-10: 0-470-24909-9 / 0470249099
• ISBN-13: 978-0-470-24909-3 / 9780470249093