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Marketing and Healthcare Organizations By Colin Gilligan

Marketing and Healthcare Organizations

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This work starts with a broad approach to the marketing process. It then examines the characteristics of good and bad management practice and, against this background, addresses the question of how marketing might best contribute to the management of health sector organizations.

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Marketing and Healthcare Organizations Summary


Marketing and Healthcare Organizations by Colin Gilligan

The need for a more conscious, focused and proactive approach to the management of health-care organizations has increased substantially. One consequence of this is that health-care managers are having to look at managerial approaches and techniques that previously were the province of the private sector. Prominent among those is the whole area of marketing. This work takes a broad approach to the marketing process, highlighting some of the challenges that health-care managers and medical professionals are having to face. Having done this, the authors move on to examine some of the characteristics of good and bad management practice. It is against this background that, in subsequent chapters, they turn their attention to the question of marketing and how it might best contribute to the management of organizations throughout the health sector. Each chapter includes questions and checklists offering scope for applying marketing principles to primary and secondary health-care organizations of all types, sizes and specialities.

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Additional information

GOR001391863
Marketing and Healthcare Organizations by Colin Gilligan
Colin Gilligan
Used - Very Good
Paperback
Taylor & Francis Ltd
1995-09-04
224
1857751906
9781857751901
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.