This much-needed text 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. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.
Table of Contents
Table, Figures, and Exhibits
PART ONE: UNDERSTANDING THE HEALTH CARE SYSTEM AND THE ROLE OF MARKETING
Chapter One: The Role of Marketing in Health Care Organizations
Chapter Two: Defining the Health Care System and Its Trade-offs
Chapter Three: The Health Care Industry and Marketing Environment
Chapter Four: Determinants of the Utilization of Health Care Services
PART TWO: ANALYZING THE MARKET
Chapter Five: Strategy and Market Planning
Chapter Six: How Health Care Buyers Make Choices
Chapter Seven: Using Market Information Systems and Marketing Research
Chapter Eight: Market Segmentation, Targeting, Positioning, and Competition
PART THREE: APPLYING THE MARKETING MIX
Chapter Nine: Shaping and Managing Product and Service Offerings
Chapter Ten: Developing and Branding New Offerings
Chapter Eleven: Pricing Strategies and Decisions in Health Care
Chapter Twelve: Designing and Managing Health Care Marketing Channels
Chapter Thirteen: Designing and Managing Integrated Marketing Communications
Chapter Fourteen: Personal Marketing Communications: Word-of-Mouth, Sales, and Direct Marketing
PART FOUR: IMPLEMENTING AND CONTROLLING THE MARKETING EFFORT
Chapter Fifteen: Organizing, Implementing, and Controlling Marketing
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.