Publisher description for Strategic marketing for health care organizations : building a customer-driven health system / Philip Kotler, Joel Shalowitz, and Robert J. Stevens.


Bibliographic record and links to related information available from the Library of Congress catalog


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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.


Library of Congress subject headings for this publication:
Medical care -- United States -- Marketing.
Marketing of Health Services -- methods -- United States.
Consumer Satisfaction -- United States.