Essentials of Health Care Marketing, Fourth Edition
by Eric N. Berkowitz
4th Edition
Publisher: Jones & Bartlett Learning
Book Details
| Print ISBN | 9781284094312 |
| eText ISBN | 9781284124200 |
| Publisher | Jones & Bartlett Learning |
| Publishing Year | 2016 |
| Edition | 4th Edition |
| Language | English |
| Pages | 592 |
Essentials of Health Care Marketing, Fourth Edition introduces foundational marketing principles and explains how they apply within the healthcare sector. This 4th Edition addresses how healthcare administrators can adapt organizational strategies to respond effectively to regulatory shifts, technological innovations, and an increasingly educated consumer base.
Core areas of focus include the marketing process, consumer analysis, and the marketing mix. The text explores how organizations evaluate buyer behavior, pursue market segmentation, and foster customer loyalty across diverse healthcare environments.
Prepared for graduate-level coursework while remaining accessible to advanced undergraduates, the textbook includes structured end-of-chapter questions designed to support student comprehension and practice.
Table of Contents
Chapter 1: The Meaning of Marketing
Chapter 2: Marketing Strategy
Chapter 3: The Environment of Marketing Strategy
Chapter 4: Buyer Behavior
Chapter 5: Marketing Research
Chapter 6: Market Segmentation
Chapter 7: Developing Customer Loyalty
Chapter 8: Product Strategy
Chapter 9: Price
Chapter 10: Distribution
Chapter 11: Promotion
Chapter 12: Advertising
Chapter 13: Sales and Sales Management
Chapter 14: Controlling and Monitoring
Chapter Appendix A: A Sample Business Planning Manual
Chapter Appendix B: Glossary
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