| 载体形态 |
xii, 239 p. ; 23 cm. |
| Notes |
Includes index. |
| Bibliography |
Includes bibliographical references and index. |
| Summary |
"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."--BOOK JACKET. |
| 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. |
| 主题 |
Medical care -- United States -- Marketing -- Case studies.
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Medical care -- Needs assessment -- United States -- Case studies.
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Marketing of Health Services -- United States -- Case Reports.
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Health Services Needs and Demand -- economics -- United States -- Case Reports.
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| 国际标准书号 |
9780763764487 (pbk.) |
|
0763764485 (pbk.) |
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