Beschreibung
Inhaltsverzeichnis
1. Introduction to Healthcare Marketing.- 2. The Basics of Marketing.- 3. The Marketing Process.- 4. Marketing Research.- 5. Marketing Planning.- 6. Healthcare Products and Customers.- 7. Paying the Marketing Freight.- 8. Market Positioning and Strategy Development.- 9. Choosing Among Promotional Options.- 10. Social Marketing.- 11. The New Healthcare Marketing.- 12. Measuring the Effectiveness of Marketing.- 13. Becoming a Healthcare Marketing ''Heroa¿.
Autorenporträt
Richard K. Thomas is Vice President of the Health Management Associates, Memphis, TN. He is also Associate Professor at the University of Tennessee Health Science Center. Thomas has authored a recent academic treatment of marketing and healthcare: Marketing Health Services (2004, Health Administration Press). He is also author of Health Communication and several other books on health administration published by Springer.