Berkowitz, Eric N. <br/><br/>
Essentials of health care marketing 

 - 5th ed. 
 - Burlington  Jones and Bartlett Publishers  2021 
 - 779p. 
<br/><br/> 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 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9781284200157 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Medical care - Marketing<br/>Marketing of health services<br/>Marketing strategy
<br/><br/><label>Dewey Class. No.: </label>362.10688  / BER