Berkowitz, Eric N. creator author. text bibliography mau 2022 Fifth edition. monographic eng

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xxv, 779 pages : illustrations, maps ; 23 cm "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"-- 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. Berkowitz Eric N. Includes bibliographical references and index. Marketing of Health Services School of Health Sciences RA410.56 .B47 2022 RA410.56 .B47 2022 W 74.1 9781284200157 2020050255 KYU 201105 20260506105156.0 21794988 eng