Health services marketing : a practitioner's guide /

Health services marketing : a practitioner's guide /

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Bibliographic Details
Author / Creator:	Thomas, Richard K., 1944-
Imprint:	New York, NY : Springer, c2008.
Description:	1 online resource (xi, 160 p.)
Language:	English
Subject:	Medical care -- Marketing. Marketing of Health Services. Medical care -- Marketing.
Format:	E-Resource Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/8884612

Hidden Bibliographic Details
ISBN:	9780387736044 (pbk. : alk. paper) 0387736042 (pbk. :alk. paper) 9780387736068 0387736069 9786611108298 6611108297
Notes:	Includes bibliographical references and index. Description based on print version record.
Summary:	"This book explains the range of marketing activities and techniques, from promotions to pricing, so any health professional can learn to navigate this bewildering but increasingly important aspect of healthcare. Richard Thomas' step-by-step guide to developing a marketing plan and carrying out a successful campaign offers a hands-on approach to proven methods for staying a step ahead of the healthcare marketing game."--Jacket.
Other form:	Print version: Thomas, Richard K., 1944- Health services marketing. New York, NY : Springer, c2008 9780387736044 0387736042

Table of Contents:

Front Matter; Introduction to Healthcare Marketing; The Basics of Marketing; The Marketing Process; Marketing Research; Marketing Planning; Healthcare Products and Customers; Paying the Marketing Freight; Market Positioning and Strategy Development; Choosing Among Promotional Options; Social Marketing; The New Healthcare Marketing; Measuring the Effectiveness of Marketing; How to Be a Healthcare Marketing "Hero"; Back Matter.