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You are here > Home > Reading Lists > Health Administration & Leadership > Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System Kim Garber Hardcover: 576 pages ISBN 0787984965 9780787984960 Jossey-Bass June 2008 (click the button below for the very best available price) This much-needed resource offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena.   Step by step the authors show how real companies build and implement effective strategies. Topics covered include: The Role of Marketing in Health Care Organizations. Defining the Health Care System and Its Trade-offs. The Health Care Industry and Marketing Environment. Determinants of the Utilization of Health Care Services. Strategy and Market Planning. How Health Care Buyers Make Choices. Using Market Information Systems and Marketing Research. Market Segmentation, Targeting, Positioning, and Competition. Shaping and Managing Product and Service Offerings. Developing and Branding New Offerings. Pricing Strategies and Decisions in Health Care. Designing and Managing Health Care Marketing Channels. Designing and Managing Integrated Marketing Communications. Personal Marketing Communications: Word-of-Mouth, Sales, and Direct Marketing. Organizing, Implementing, and Controlling Marketing. "This outstanding book not only delineates powerful conceptual frameworks and tools but is also studded with real-life, captivating examples in organizations that range from governments to biotech firms to Web portals, that illustrate how to make it happen. A tour de force." —Regina E. Herzlinger, Nancy R. McPherson Professor of Business Administration, Harvard Business School It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. You may view excerpts of this book here: Chapter (PDF) Table of Contents (PDF) Index (PDF) With Strategic Marketing for Health Care Organizations, leaders, marketers, administrators and students will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors. "This book is a first-rate introduction to the concepts and tools professional marketers use to develop cutting-edge value propositions for key target audiences in a range of health care arenas. It offers both frameworks for thinking about marketing strategy and insights into a range of tactical alternatives. It is a state-of-the-art volume for those in various health care fields who are eager to be better marketers, students who want to join their ranks, and those who simply are wondering what marketing is all about and how it might help their organizations." —Alan R. Andreasen, professor of marketing, McDonough School of Business, Georgetown University "Kotler, Shalowitz, and Stevens, in this important book, Strategic Marketing for Health Care Organizations, make many valuable contributions to our field, especially their discussion of tradeoffs among the three core aims of any health care system: cost, quality, and access. Students and professionals continually face this problem all the time." —Lawton R. Burns, James Joo-Jin Kim Professor, professor of Health Care Systems and Management, the Wharton School of the University of Pennsylvania and director, Wharton Center for Health Management and Economics "This work places marketing as a core activity impacting all of health care, from prevention to continuing care. It provides a comprehensive foundation for beginners and a valuable reference for experienced managers on a major and often overlooked aspect of management." —John R. Griffith, Andrew Pattullo Collegiate Professor, Department of Health Management and Policy and director, Griffith Leadership Center, Department of Health Management and Policy, University of Michigan School of Public Health Philip Kotler is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management and the author of more than thirty books. Joel Shalowitz is professor of Health Industry Management and director of the Health Industry Management Program at the Kellogg School of Management and professor of Medicine and Preventive Medicine, Feinberg School of Medicine, Northwestern University. Robert J. Stevens is president of Health Centric Marketing in Durham, North Carolina and an adjunct professor at the School of Public Health at the University of North Carolina at Chapel Hill. 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