Table of contents 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.


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Table, Figures, and Exhibits.
Preface.
Acknowledgments.
The Authors.
PART ONE: UNDERSTANDING THE HEALTH CARE SYSTEM AND THE ROLE OF MARKETING.
Chapter One: The Role of Marketing in Health Care Organizations.
Chapter Two: Defining the Health Care System and Its Trade-offs.
Chapter Three: The Health Care Industry and Marketing Environment.
Chapter Four: Determinants of the Utilization of Health Care Services.
PART TWO: ANALYZING THE MARKET.
Chapter Five: Strategy and Market Planning.
Chapter Six: How Health Care Buyers Make Choices.
Chapter Seven: Using Market Information Systems and Marketing Research.
Chapter Eight: Market Segmentation, Targeting, Positioning, and Competition.
PART THREE: APPLYING THE MARKETING MIX.
Chapter Nine: Shaping and Managing Product and Service Offerings.
Chapter Ten: Developing and Branding New Offerings.
Chapter Eleven: Pricing Strategies and Decisions in Health Care.
Chapter Twelve: Designing and Managing Health Care Marketing Channels.
Chapter Thirteen: Designing and Managing Integrated Marketing Communications.
Chapter Fourteen: Personal Marketing Communications: Word-of-Mouth, Sales, and Direct Marketing.
PART FOUR: IMPLEMENTING AND CONTROLLING THE MARKETING EFFORT.
Chapter Fifteen: Organizing, Implementing, and Controlling Marketing.
Glossary.
Notes.
Index.


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