Essentials of Health Care Marketing: .

by Eric N. Berkowitz

The healthcare industry continues to undergo enormous changes with new laws and policies, fresh innovations, and an increasingly educated health consumer. As such, healthcare administrators must be prepared to shift their strategies in order to meet the demands of this dynamic market. Essentials of Health Care Marketing, Third Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market. The text is a complete curriculum of marketing management tools and techniques and is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation. Key · Filled with examples from a wide array of health care providers, health systems, HMOs, physician-hospital organizations, and more. · Covers fundamental topics such as market research, strategy, and the strategic marketing process. · Chapters include learning objectives, key terms, and chapter problems for discussion. · Accompanied by downloadable Instructor’s Manual and PowerPoint slides to facilitate course instruction.

Genres: Textbooks, Business

516 pages, Paperback

First published November 1, 1995

About the author

Dr. Eric N. Berkowitz earned a B.A. from the University of Massachusetts in 1971, a M.B.A. from the University of Massachusetts in 1972 and a Ph.D. from the Ohio State University in 1976.

He is Professor of Marketing Emeritus at the School of Management, The University of Massachusetts at Amherst.

Reviews

[Ayah Mohammad]

انا طالبه جامعه اريد الحصول على نسخه اكترونيه من اجل تعليم

[Lara · Rating 4 out of 5]

This book provides a concise overview of marketing functions and processes with examples from the health care industry. It is highly readable and full of relevant exhibits. The one place I would have appreciated more focus is on the challenges of nonprofit health care organizations and smaller organizations that may not have a marketing or PR department.

[JHM]

I read this for a class called "Contemporary Health Care Marketing."

[David Little]

This book was a million times better than the professor's lectures- which were torturous.