TY  - GEN
AU  - Berkowitz, Eric N.
TI  - Essentials of health care marketing
SN  - 9781284200157
U1  - 362.10688 
PY  - 2021///
CY  - Burlington
PB  - Jones and Bartlett Publishers
KW  - Medical care - Marketing
KW  - Marketing of health services
KW  - Marketing strategy
N1  - 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
N2  - 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
ER  -