Essentials Of Health Care Marketing

Essentials of Health Care Marketing, Second Edition, is a complete curriculum of marketing management tools and techniques and is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation. Chapters include learning objectives, key terms, and chapter problems for discussion. The text is filled with examples from a wide array of health care providers, health systems, HMOs, physician-hospital organizations, and more, the chapters cover market research, strategy, and the strategic marketing process.

This book provides a reader with a foundational knowledge of the principles of marketing and their application in healthcare. Moreover, as health care has changed over the past twenty years, this text provides a perspective of how the application of marketing principles also must shift in terms of their strategic application to respond to the changing environmental forces of the marketplace.