Marketing and Healthcare Organizations by Colin Gilligan

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.

Colin Gilligan is Professor of Marketing at Sheffield Business School. He is the author of books on advertising, business decision making, international marketing, marketing for the professions and strategic marketing management and, most recently, strategic planning. Over the past ten years, he has acted as a consultant to a wide variety of organizations, including numerous professional practices. Robin Lowe is Senior Lecturer in Marketing and Head of the Small Business Research Unit at Sheffield Business School. He has 25 years experience in management and consultancy in both large and small organizations. He is the author of books on international marketing and, with Colin Gilligan, marketing for the professions.

SKU	Unavailable
ISBN 13	9781857751901
ISBN 10	1857751906
Title	Marketing and Healthcare Organizations
Author	Colin Gilligan
Condition	Unavailable
Binding Type	Paperback
Publisher	Taylor & Francis Ltd
Year published	1995-09-04
Number of pages	220
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note	Unavailable