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Cases in health care marketing / John L. Fortenberry, Jr.

By: Material type: TextTextPublication details: Sudbury, Mass. : Jones and Bartlett Publishers, �2011.Description: xii, 239 pages ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780763764487
  • 0763764485
Subject(s): Genre/Form: DDC classification:
  • 362.10688 FOR 22
LOC classification:
  • RA410.56 .F67 2011
NLM classification:
  • 2010 E-287
  • W 74
Contents:
Product, brand, and identity management -- Setting the stage -- Shoring up the servicescape -- Revitalizing a brand -- Expectations and experiences -- Gamble -- Name game -- Weakest link -- Marketing communications -- Missed opportunities -- Unanticipated consequences -- Advertising doesn't work -- Perfect formula -- Finding the right mix -- Covert operations -- Form or function -- Public relations disaster -- Tragedy of tragedies -- Marketing management -- Battling pies in the sky -- Embracing missions -- Enough is enough -- All the wrong moves -- Just blame marketing -- Marketing strategy and planning -- Elusive marketing culture -- Words and actions -- Onsite advertising agent -- Making the intangible, tangible -- Opening minds -- Advertising does work -- Dead celebrities -- Tit-for-tat -- Consumer behavior and target marketing -- Winning over customers -- Teasing with price -- Stopping outshopping -- Few degrees off target -- Take it or leave it -- Through others' eyes -- Scorned customer -- Environmental analysis and competitive assessment -- Changing times -- Connecting the dots -- Defining competition -- When a rival fails.
Review: "Cases in Health Care Marketing features 40 case studies that explore real-world scenarios faced by healthcare marketing executives. Divided into six sections, the book covers issues in product, brand, and identity management; marketing communications; marketing management; marketing strategy and planning; consumer behavior and target marketing; and environmental analysis and competitive assessment." "Useful as a stand-alone text or as a complement to any introductory text on healthcare marketing, Cases in Health Care Marketing emphasizes practical applications of marketing theory that will develop the reader's skill set and prepare them for success in the healthcare industry. Meaningful discussion questions at the end of each case foster robust classroom discussion and debate."--Jacket.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Reference Reference Botho University Lesotho Health Information Management 362.10688 FOR (Browse shelf(Opens below)) Not for loan

Includes index.

Includes bibliographical references and index.

Product, brand, and identity management -- Setting the stage -- Shoring up the servicescape -- Revitalizing a brand -- Expectations and experiences -- Gamble -- Name game -- Weakest link -- Marketing communications -- Missed opportunities -- Unanticipated consequences -- Advertising doesn't work -- Perfect formula -- Finding the right mix -- Covert operations -- Form or function -- Public relations disaster -- Tragedy of tragedies -- Marketing management -- Battling pies in the sky -- Embracing missions -- Enough is enough -- All the wrong moves -- Just blame marketing -- Marketing strategy and planning -- Elusive marketing culture -- Words and actions -- Onsite advertising agent -- Making the intangible, tangible -- Opening minds -- Advertising does work -- Dead celebrities -- Tit-for-tat -- Consumer behavior and target marketing -- Winning over customers -- Teasing with price -- Stopping outshopping -- Few degrees off target -- Take it or leave it -- Through others' eyes -- Scorned customer -- Environmental analysis and competitive assessment -- Changing times -- Connecting the dots -- Defining competition -- When a rival fails.

"Cases in Health Care Marketing features 40 case studies that explore real-world scenarios faced by healthcare marketing executives. Divided into six sections, the book covers issues in product, brand, and identity management; marketing communications; marketing management; marketing strategy and planning; consumer behavior and target marketing; and environmental analysis and competitive assessment." "Useful as a stand-alone text or as a complement to any introductory text on healthcare marketing, Cases in Health Care Marketing emphasizes practical applications of marketing theory that will develop the reader's skill set and prepare them for success in the healthcare industry. Meaningful discussion questions at the end of each case foster robust classroom discussion and debate."--Jacket.

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