ABSTRACT
Directed specifically at the practicing marketing executive, Cases and Select Readings in Health Care Marketing integrates understandable explanations of marketing concepts, articles selected for topical timeliness and pragmatic value, and case studies illustrating the detail and complexity of market decisions faced by today’s health care and human services marketing professional. Each chapter of this landmark volume includes a brief but thorough presentation of one conceptual area of marketing, which is then evaluated, analyzed, or demonstrated in selected articles written by prestigious and successful members of the marketing profession. Finally, a variety of extensive case studies follow which have been gathered to demonstrate further the service marketing profession at work. Many of these excellent cases were prepared especially for this volume and represent path-breaking treatments of such topics as health care marketing auditing, psychographic analysis, pricing in alternative delivery systems, promoting a public health service, and marketing planning for private colleges. Special offer from the editors: Buy Cases and Select Readings in Health Care Marketing and the authors will guarantee you a free written response--up to three pages--to your first inquiry about marketing your own organization!
TABLE OF CONTENTS
part I|15 pages
Introduction
part II|87 pages
Marketing Planning
part III|82 pages
Market Auditing and Research
chapter Chapter 7|3 pages
The Marketing Audit — A Strategic Necessity: Marketing Management for the Mature Non-Profit
chapter Chapter 8|15 pages
Utilizing a Marketing Audit in Developing a New Service: Case Example: Breckenridge Village
part IV|41 pages
Segmentation and Targeting
part V|19 pages
Positioning the Health Service
chapter Chapter 15|13 pages
Positioning the Health Organization into the Minds of the Health Consumers and Providers
part VI|136 pages
Marketing Mix
chapter Chapter 22|38 pages
County Health Department: Prenatal Program: A Marketing Case Study and Analysis
part VII|30 pages
Strategy and Tactics
part VIII|44 pages
Organization, Budgeting, and Control Systems
part IX|30 pages
Public Relations and Fund Raising
part X|47 pages
Advertising