Essentials of health care marketing

Table of contents: Part I The Marketing Process Chapter 1 The Meaning of Marketing Chapter 2 Marketing Strategy Chapter 3 The Environment of Marketing Strategy Part II Understanding the Consumer Chapter 4 Buyer Behavior Chapter 5 Marketing Research Chapter 6 Market Segmentation Chapter 7 Developing Customer Loyalty Part III The Marketing Mix Chapter 8 Product Strategy Chapter 9 Price Chapter 10 Distribution Chapter 11 Promotion Chapter 12 Advertising Chapter 13 Sales and Sales Management Chapter 14 Controlling and Monitoring

Students of introductory Health Care Marketing courses need an engaging, informative, and up-to-date, understandable resource that explains the basic principles of marketing and strategy in a health care setting. With new content on social media and digital marketing, a thorough consideration of ethics, and more multimedia content, the new edition of Essentials of Health Care Marketing is the most current, comprehensive, and engaging Health Care Marketing text available.