The Role of Marketing in Health Care Organizations -- Developing a Strategic Health Care Marketing Plan -- Researching the Health Care Environment -- Consumer Health Care Marketing -- Physician Marketing -- Hospital Marketing -- Marketing Health Technology -- Biopharma Marketing -- Social Marketing in Health Care.
Intro -- STRATEGIC MARKETING FOR HEALTH CARE ORGANIZATIONS: Building a Customer-Driven Health System -- CONTENTS -- TABLES, FIGURES, AND EXHIBITS -- PREFACE -- ACKNOWLEDGMENTS -- THE AUTHORS -- Part 1: UNDERSTANDING THE HEALTH CARE SYSTEM AND THE ROLE OF MARKETING -- Chapter 1: THE ROLE OF MARKETING IN HEALTH CARE ORGANIZATIONS -- LEARNING OBJECTIVES -- OVERVIEW: MARKETING IS PERVASIVE IN HEALTH CARE -- THE ELEMENTS OF MARKETING THOUGHT -- SUMMARY -- DISCUSSION QUESTIONS -- Chapter 2: DEFINING THE HEALTH CARE SYSTEM AND ITS TRADE-OFFS -- LEARNING OBJECTIVES -- OVERVIEW: DEFINING A HEALTH CARE SYSTEM -- A FRAMEWORK FOR UNDERSTANDING HEALTH CARE SYSTEMS -- STRATEGIC CHOICE MODEL FOR ORGANIZATIONS AND HEALTH CARE SYSTEMS -- STRATEGIC IMPLICATIONS FOR HEALTH CARE -- SUMMARY -- DISCUSSION QUESTIONS -- Chapter 3: THE HEALTH CARE INDUSTRY AND MARKETING ENVIRONMENT -- LEARNING OBJECTIVES -- OVERVIEW: THE U.S. HEALTH CARE SYSTEM NEEDS IMPROVEMENT -- DEFINING A WELL-DESIGNED HEALTH CARE SYSTEM -- MAJOR PARTICIPANTS IN THE HEALTH CARE SYSTEM -- KEY MANAGED CARE TRENDS -- DYNAMIC RELATIONS AMONG HEALTH CARE STAKEHOLDERS -- THE CHANGING HEALTH CARE ENVIRONMENT -- SUMMARY -- DISCUSSION QUESTIONS -- Chapter 4: DETERMINANTS OF THE UTILIZATION OF HEALTH CARE SERVICES -- LEARNING OBJECTIVES -- OVERVIEW: WHY PEOPLE SEEK HEALTH CARE -- MULTIPLE FACTORS INFLUENCE HEALTH-SEEKING BEHAVIOR -- LOCAL (SMALL AREA) VARIATIONS -- SUMMARY -- DISCUSSION QUESTIONS -- Part 2: ANALYZING THE MARKET -- Chapter 5: STRATEGY AND MARKET PLANNING -- LEARNING OBJECTIVES -- OVERVIEW: DEFINING THE ORGANIZATION'S PURPOSE AND MISSION -- STRATEGIC PLANNING -- MARKETING STRATEGIES -- REASSESSMENT OF MISSION STATEMENT -- STRATEGIC ALLIANCES -- MARKETING PLANNING -- SUMMARY -- DISCUSSION QUESTIONS -- Chapter 6: HOW HEALTH CARE BUYERS MAKE CHOICES -- LEARNING OBJECTIVES.
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