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Essentials of Health Care Marketing, Second Edition
Eric N. Berkowitz, PhD, Professor of Marketing, Isenburg School of Management, University of Massachusetts, Amherst, Massachusetts
ISBN-13: 9780763783501
ISBN-10: 0763783501
$89.95 (Sugg. US List)
Paperback
416 Pages
© 2006
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This title provides a solid foundation in the principles of marketing
Both the strategy and tactics of marketing are covered in comprehensive and complete way and are thoroughly documented
- New to this Edition!
Includes discussion throughout the text on the World Wide Web, including website quality and the use of the World Wide Web as a marketing channel and by patients
- New to this Edition!
Includes a new chapter on Developing Customer Loyalty, an important issue as health care organizations must lock in patients and referral physicians
- New to this Edition!
Addresses the issue of HIPAA in terms of marketing constraints
- New to this Edition!
Includes discussion regarding restructuring the health care system away from HMOs to a more managed care system and medical savings account with implications for marketing strategy
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