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

Information from electronic data provided by the publisher. May be incomplete or contain other coding.

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.