Essentials of health care marketing /
Berkowitz, Eric N.
Essentials of health care marketing / Eric N. Berkowitz. - 2nd ed. - Sudbury, Mass. : Jones and Bartlett, 2006. - xvi, 416 p. : ill. ; 23 cm.
Includes bibliographical references and index.
The meaning of marketing -- Marketing strategy -- The environment of marketing strategy -- Buyer behavior -- Marketing research -- Market segmentation -- Developing customer loyalty -- Product strategy -- Price -- Distribution -- Promotion -- Advertising -- Sales and sales management -- Controlling and monitoring -- Appendix A. Glossary.
9780763783501
Medical care--Marketing.
Marketing of Health Services.
Essentials of health care marketing / Eric N. Berkowitz. - 2nd ed. - Sudbury, Mass. : Jones and Bartlett, 2006. - xvi, 416 p. : ill. ; 23 cm.
Includes bibliographical references and index.
The meaning of marketing -- Marketing strategy -- The environment of marketing strategy -- Buyer behavior -- Marketing research -- Market segmentation -- Developing customer loyalty -- Product strategy -- Price -- Distribution -- Promotion -- Advertising -- Sales and sales management -- Controlling and monitoring -- Appendix A. Glossary.
9780763783501
Medical care--Marketing.
Marketing of Health Services.