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Branding Health Services: Defining Yourself in the Marketplace
Gil Bashe, Nancy Hicks, Amy Ziegenfuss
ISBN-13: 9780834211759
ISBN-10: 0834211750
$99.95 (Sugg. US List)
Hardcover
250 Pages
© 2000
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Branding Health Services is the first book to explore how to create, protect and enhance brands in the health service industry. Readers will explore the use of branding in other industries, and the evolution of marketing differences between product and services branding. Examples of case studies include creating a brand from a new identity, protecting and enhancing a power brand, branding product lines, international brand extension, and the effect operational decisions can have on branding. Each chapter ends with a Lessons Learned section providing the reader with a ready-to-use toolbox of branding tips.
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