Strategic marketing for health care organizations: building a customer-driven health system (1st ed.)

This much–needed text offers an authoritative introduction to strategic marketing and presents a wealth of ideas for gaining the competitive edge in the health care arena. The authors analyze many aspects of customer–driven health care industries, and use examples and cases to show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.