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Cases In Health Care Marketing
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Cases In Health Care Marketing

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Features over 30 case studies that explore real-world scenarios faced by healthcare marketing executives

Divided into seven sections, this book covers issues in product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.

Useful as a stand-alone text or as a complement to any introductory text on healthcare marketing, it challenges to reader to resolve the case through a series of questions at the conclusion of each study. Solutions are provided as part of a package of online instructor’s materials.

  • Author/Editor: Fortenberry, John L., Jr
  • ISBN/ISSN: 9780763764487
  • Specialty: Health Administration
  • Language:English
  • Edition: 1st
  • Pages: 244
  • Illustrations: 0
  • Year: 2010