Cases In Health Care Marketing

Publication Year: 2010

Edition: 1st

Authors/Editor: Fortenberry, John L., Jr

Publisher: Jones & Bartlett Learning

ISBN: 978-0-76-376448-7

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Description

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.

Details

Platform: Ovid
Publisher: Jones & Bartlett Learning
Product Type: Book
Author/Editor: Fortenberry, John L., Jr
ISBN: 978-0-76-376448-7
Specialty:
Health Administration
Language: English
Edition: 1st
Pages: 244
Year: 2010

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