Strategic Marketing For Health Care Organizations by Philip Kotler
Offers an introduction to strategic marketing and presents ideas for gaining the competitive edge in the health care arena. This book analyzes aspects of customer driven health care industries, and uses examples and cases to show how real companies build and implement effective strategies.
Praise for Strategic Marketing for Health Care Organizations This outstanding book not only delineates powerful conceptual frameworks and tools but is also studded with real-life, captivating examples in organizations that range from governments to biotech firms to Web portals, that illustrate how to make it happenA tour de force. ?Regina E. Herzlinger, Nancy R. McPherson Professor of Business Administration, Harvard Business School This book is a first-rate introduction to the concepts and tools professional marketers use to develop cutting-edge value propositions for key target audiences in a range of health care arenas. It offers both frameworks for thinking about marketing strategy and insights into a range of tactical alternatives. It is a state-of-the-art volume for those in various health care fields who are eager to be better marketers, students who want to join their ranks, and those who simply are wondering what marketing is all about and how it might help their organizations. ?Alan R. Andreasen, professor of marketing, McDonough School of Business, Georgetown University Kotler, Shalowitz, and Stevens, in this important book, Strategic Marketing for Health Care Organizations, make many valuable contributions to our field, especially their discussion of tradeoffs among the three core aims of any health care system: cost, quality, and access. Students and professionals continually face this problem all the time. ?Lawton R. Burns, James Joo-Jin Kim Professor, professor of Health Care Systems and Management, the Wharton School of the University of Pennsylvania and director, Wharton Center for Health Management and Economics This work places marketing as a core activity impacting all of health care, from prevention to continuing care. It provides a comprehensive foundation for beginners and a valuable reference for experienced managers on a major and often overlooked aspect of management. ?John R. Griffith, Andrew Pattullo Collegiate Professor, Department of Health Management and Policy and director, Griffith Leadership Center, Department of Health Management and Policy, University of Michigan School of Public Health
THE AUTHORS
Philip Kotler is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management and the author of more than thirty books.
Joel Shalowitz is Professor of Health Industry Management and director of the Health Industry Management Program at the Kellogg School of Management and Professor of Medicine and Preventive Medicine, Feinberg School of Medicine, Northwestern University.
Robert J. Stevens is president of Health Centric Marketing in Durham, North Carolina and an Adjunct Professor at the School of Public Health at the University of North Carolina at Chapel Hill.
| SKU | Unavailable |
| ISBN 13 | 9780787984960 |
| ISBN 10 | 0787984965 |
| Title | Strategic Marketing For Health Care Organizations |
| Author | Philip Kotler |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Jossey-Bass |
| Year published | 2008-05-01 |
| Number of pages | 576 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |