Essentials of Health Care Marketing, 3rd Edition
Eric N. Berkowitz, PhD
Softcover, 450 pages
Jones & Bartlett
(click the button below for the very best available price)
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 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.
This edition is a thorough update of the major environmental changes in health care as they relate to the key areas of marketing. These aspects are most significant in several major chapters within this text as a result of increasing developments in health care strategies in terms of web 2.0, distribution, health insurance changes and the issue of value to the customer and the implication for marketing. Changes in quality and safety initiatives, demographic changes, regulatory shifts; and global competition are thoroughly covered. You may view these samples:
This complete curriculum of marketing management tools and techniques is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation.
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.
Eric N. Berkowitz is professor of marketing in the School of Management at the University of Massachusetts (Amherst). He presently serves as the director of MBA programs at the university. For 11 years he was chair of the Marketing Department. Previously, he was on the faculty of the University of Minnesota, holding an appointment in the School of Management and the Center for Health Services Research. He received his PhD from Ohio State University. In addition to Health Care Market Strategy, he has published extensively in the areas of marketing and health care. He is the author of five other books: Essentials of Health Care Marketing (Jones and Bartlett, 1996); Marketing (Irwin, 5th ed., 1996); Marketing in Canada (Irwin, 3rd ed., 1998); Strategic Planning in Health Care Management: Marketing and Finance Perspectives (Aspen, 1981); Health Care Market Research (Irwin, 1997).
If this book is used in graduate school curriculum, professors will appreciate that each chapter also includes study questions, objectives, and charts. Instructor's manual available.
You may also be interested in / The 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 /