Berkowitz, Eric N.,
Essentials of health care marketing / Berkowitz Eric N. - Fifth edition. - xxv, 779 pages : illustrations, maps ; 23 cm
Includes bibliographical references and index.
The Meaning of Marketing -- Marketing Strategy -- The Environment of Marketing Strategy -- Buyer Behavior -- Marketing Research -- Market Segmentation -- Developing Customer Loyalty -- Marketing in the Digital Age -- Product Strategy -- Prices -- Distribution -- Promotion -- Advertising -- Sales and Sales Management -- Controlling and Monitoring -- Ethical Considerations in Marketing.
"Students of introductory Health Care Marketing courses need an engaging, informative, and up-to-date, understandable resource that explains the basic principles of marketing and strategy in a health care setting. With new content on social media and digital marketing, a thorough consideration of ethics, and more multimedia content, the new edition of Essentials of Health Care Marketing is the most current, comprehensive, and engaging Health Care Marketing text available"--
9781284200157
2020050255
Marketing of Health Services--School of Health Sciences
RA410.56 / .B47 2022
RA410.56 .B47 2022
W 74.1
Essentials of health care marketing / Berkowitz Eric N. - Fifth edition. - xxv, 779 pages : illustrations, maps ; 23 cm
Includes bibliographical references and index.
The Meaning of Marketing -- Marketing Strategy -- The Environment of Marketing Strategy -- Buyer Behavior -- Marketing Research -- Market Segmentation -- Developing Customer Loyalty -- Marketing in the Digital Age -- Product Strategy -- Prices -- Distribution -- Promotion -- Advertising -- Sales and Sales Management -- Controlling and Monitoring -- Ethical Considerations in Marketing.
"Students of introductory Health Care Marketing courses need an engaging, informative, and up-to-date, understandable resource that explains the basic principles of marketing and strategy in a health care setting. With new content on social media and digital marketing, a thorough consideration of ethics, and more multimedia content, the new edition of Essentials of Health Care Marketing is the most current, comprehensive, and engaging Health Care Marketing text available"--
9781284200157
2020050255
Marketing of Health Services--School of Health Sciences
RA410.56 / .B47 2022
RA410.56 .B47 2022
W 74.1