Marketing health services / Richard K. Thomas.

Format:

Book

Author/Creator:

Thomas, Richard K., 1944- author.

Series:

Academic Series

Academic Series ; v.1

Language:

English

Subjects (All):

Medical care--Marketing.

Medical care.

Physical Description:

1 online resource (641 pages)

Edition:

Fourth edition.

Place of Publication:

Chicago, Illinois ; Washington, District of Columbia : Health Administration Press : Association of University Programs in Health Administration, [2020]

Summary:

As the healthcare field evolves, so, too, does healthcare marketing.Flexing with the changing environment, marketing continues to demonstrate its vital importance to healthcare in these dynamic times.

Contents:

Cover

Brief Contents

Detailed Contents

Preface To The Fourth Edition

Introduction

Part I History and Concepts

Chapter 1 The Origin and Evolution of Marketing In Healthcare

Chapter 2 Basic Marketing Concepts

Chapter 3 Marketing And The Healthcare Organization

Part II Healthcare Markets and Products

Chapter 4 The Nature Of Healthcare Markets

Chapter 5 Healthcare Consumers And Consumer Behavior

Chapter 6 Healthcare Products

Chapter 7 Factors in Health Services Utilization

Part III Healthcare Marketing Techniques

Chapter 8 The Changing Enviroment For Healthcare Marketing

Chapter 9 Marketing Strategies

Chapter 10 Health Communication

Chapter 11 Traditional Marketing Techniques

Chapter 12 Contemporary Marketing Techniques

Chapter 13 Social Media And Healthcare Marketing

Part IV The Marketing Endeavor

Chapter 14 Marketing Management

Chapter 15 Marketing Research

Chapter 16 Marketing Planning

Chapter 17 Marketing Data

Part V The Future Of Healthcare Marketing

Chapter 18 A Look Ahead

Glossary

References

About the Author.

Notes:

Includes bibliographical references and index.

Description based on print version record.

Description based on publisher supplied metadata and other sources.

ISBN:

1-64055-156-5

OCLC:

1122690619