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Marketing in Healthcare-Related Industries
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Main description:

Marketing in Healthcare-Related Industries captures the concepts and complexities of marketing healthcare in today's environment. The book provides detailed conceptual and practical insights that will be of great benefit to healthcare scholars and practitioners. Topics on healthcare marketing have been carefully selected to provide wide coverage and are illustrated by mini-cases with a highly practical marketing tool kit for healthcare managers included.

The healthcare sector in the 21st century face a multiplicity of challenges, which include changing disease patterns, more technology-driven health interventions, a more assertive and quality conscious clientele, as well as a rapidly growing for-profit segment of the industry. This places more responsibilities on healthcare service providers in both the public and private sectors, to deliver value-for-money services at competitive costs. To respond to the changing business environment, a carefully crafted marketing approach is needed by all players in the industry to create value and sustain the confidence of clientele and stakeholders.


Contents:

Foreword.
Preface.
CHAPTER ONE: An Introduction to Marketing in Healthcare.
CHAPTER TWO: Services Marketing as the Bedrock of Healthcare Marketing.
CHAPTER THREE: The Evolving Societal and Healthcare Context.
CHAPTER FOUR: Public Sector Marketing in Healthcare.
CHAPTER FIVE: Strategic Planning in Healthcare Marketing.
CHAPTER SIX: Managing Innovation in Healthcare Institutions.
CHAPTER SEVEN: Healthcare Stakeholders.
CHAPTER EIGHT: Consumer Behavior in Healthcare Service Encounters.
CHAPTER NINE: Positioning Healthcare Services in Competitive Markets.
CHAPTER TEN: Balancing Healthcare Service Demand and Capacity.
CHAPTER ELEVEN: Managing Relationships and Building Loyalty in Healthcare Industries.
CHAPTER TWELVE: Marketing Tool Kit for Healthcare Managers.
About the Authors.


PRODUCT DETAILS

ISBN-13: 9781648021060
Publisher: Information Age Publishing
Publication date: July, 2020
Pages: 286
Weight: 333g
Availability: Available
Subcategories: General Practice

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