Cases in HEALTH CARE MARKETING

• Main Author: Fortenberry, John L. (Author)
• Format: Book
• Published: Sudbury, Massachusetts Jones & Bartlett Learning 2011
• Subjects: Marketing of Health Services; Health Services Needs and Demand > economics; United States; Case Reports
• Online Access: Click Here to View Status and Holdings.
• Item Description: Includes index
• Physical Description: xii, 239 pages 23 cm
• ISBN: 9780763764487; 0763764485

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 & Identity Management; Marketing Communications; Marketing Management; Marketing Strategy & Planning; Environmental Analysis & Competitive Assessment. Useful as a stand-alone text or as a complement to any introductory text on healthcare marketing, Cases in Health Care Marketing challenges to reader to resolve the case through a series of questions at the conclusion of each study. Solutions are provided as part of a package of online instructor's materials