Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System

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Philip Kotler (Northwestern University) Robert J. Stevens (Elon University)

Strategic Marketing For Health Care Organizations

Building A Customer-Driven Health System

Philip Kotler (Northwestern University), Robert J. Stevens (Elon University), Joel I. Shalowitz (Northwestern University)

$177.95

Paperback

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English

Jossey-Bass Inc.,U.S.
29 January 2021

Medicine: general issues

A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems

There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience.

Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants.

The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing – with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises.

By: Philip Kotler (Northwestern University), Robert J. Stevens (Elon University), Joel I. Shalowitz (Northwestern University)
Imprint: Jossey-Bass Inc.,U.S.
Country of Publication: United States
Edition: 2nd edition
Dimensions: Height: 231mm, Width: 178mm, Spine: 23mm
Weight: 635g
ISBN: 9781118355831
ISBN 10: 1118355830
Pages: 416
Publication Date: 29 January 2021
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

Table of Contents Preface Acknowledgements The Authors Chapter One - 1 The Role of Marketing in Health Care Organizations Chapter Two - 11 Developing a Strategic Health Care Marketing Plan Chapter Three - 61 Researching the Health Care Environment Chapter Four - 99 Consumer Health Care Marketing Chapter Five - 141 Physician Marketing Chapter Six - 175 Hospital Marketing Chapter Seven - 233 Marketing Health Technology Chapter Eight - 289 Biopharma Marketing Chapter Nine - 339 Social Cause Marketing in Health Care Notes Index

PHILIP KOTLER is the S.C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, (emeritus), at Northwestern University. He is an author of over 150 scholarly articles and 80 books. ROBERT J. STEVENS is president of Health Centric Marketing Services, a health care marketing research and strategy firm. He is an adjunct instructor at the Love School of Business at Elon University. JOEL SHALOWITZ is a physician and was professor and director of the Health Industry Management Program at the Kellogg School of Management at Northwestern University. He is an affiliate professor, Institute of Management, Scuola Superiore Sant'Anna, Pisa, Italy and senior fellow at ETLA, the Research Institute of the Finnish Economy.

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Strategic Marketing For Health Care Organizations

Building A Customer-Driven Health System

Philip Kotler (Northwestern University), Robert J. Stevens (Elon University), Joel I. Shalowitz (Northwestern University)

$177.95

Paperback

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