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You are here > Home > Reading Lists > Health Administration Books > Branding Health Services: Defining in the Marketplace Branding Health Services: Defining Yourself in the Marketplace Gil Bashe, Nancy Hicks, Amy Ziegenfuss Hardcover: 250 pages ISBN 0834211750 9780834211759 Jones & Bartlett March 2000 (Click the button below for the very best available price)   Branding Health Services is the first book to explore how to create, protect and enhance brands in the health service industry. Readers will explore the use of branding in other industries, and the evolution of marketing differences between product and services branding. Examples of case studies include: creating a brand from a new identity branding product lines international brand extension the effect operational decisions can have on branding Each chapter ends with a Lessons Learned section providing the reader with a ready-to-use toolbox of branding tips. Topics fully covered in this book include: From Ben Franklin to Branding: The Evolution of Marketing of Health Service Marketing Branding and Beyond: Emotion and Reputation Management in Health Care Consumers' Use of Brands: Implications for Health Care The Fundamentals of Identity, Image, and Brands The Cleveland Clinic: Protecting and Enhancing A Power Brand Branding an Academic Medical Center: A Case History Leveraging Scientific Discoveries to Further Brand Recognition Protecting Brand Equities Post-Merger Scripps' Branding Story: A Step by Step Account The Children's Hospital of Philadelphia: Creating Image and Identity for a Specialty Hospital Women and Heart Disease: Building a Service Line Brand The Evolution of a Health Care Brand The American Cancer Society: Creating and Managing an Institutional Brand for a Voluntary Health Organization Lessons Learned and the Future of Branding in Health Care “Branding Health Services: Defining Yourself in the Marketplace…will allow even the branding novice to feel more at ease contributing to marketing decisions…The fundamental discussion that this book provides about what branding is, how it works, and ways it can be improved can be a great asset to healthcare financial managers seeking to contribute to the branding strategies of their organizations.” --John P. de Koff, FHFMA, CMA, Healthcare Financial Management, July 2002 (information from the publisher) You may also be interested in / Directory of Healthcare Recruiters / Jump to a List / Health Administration & Leadership / Physician Executive, Medical Staff & Practice Management / Finance, Accounting, Economics, Billing & Reimbursement / Coding for Hospital, Physician & Clinical Services / Law, Malpractice, Ethics, Accreditation & Compliance / Quality Improvement, Outcomes & Customer Service / Risk Management, Security, Error Reduction & Patient Safety / Information Systems, Technology & Medical Records / Clinical Management & Executive Nursing / Behavioral Health, Social Work & Psychiatry Management / Human Resources, Management & Supervision / Directories, Data, Trends & Benchmarks / Software & CD-ROMs / Gift Ideas & Recommended Gifts / Journals, Magazines & Newsletters / Search for Books / Books Index / Go to / Home Page / Toolbox for Health Administrators / Bookstore