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Cases in health care marketing / John L. Fortenberry, Jr.

By: Material type: TextTextPublication details: Sudbury, Mass. : Jones and Bartlett Publishers, c2011.Description: xii, 239 p. ; 23 cmISBN:
  • 9780763764487 (pbk.)
  • 0763764485 (pbk.)
Subject(s): DDC classification:
  • 362.10688 FOR
LOC classification:
  • RA410.56 .F67 2011
Contents:
Part I Product, Brand & Identity Management Chapter 1 Setting the Stage Chapter 2 Shoring up the Servicescape Chapter 3 Revitalizing a Brand Chapter 4 Expectations and Experiences Chapter 5 The Gamble Chapter 6 The Name Game Chapter 7 The Weakest Link Part II Marketing Communications Chapter 8 Missed Opportunities Chapter 9 Unanticipated Consequences Chapter 10 Advertising Doesn t Work Chapter 11 The Perfect Formula Chapter 12 Finding the Right Mix Chapter 13 Covert Operations Chapter 14 Form or Function Chapter 15 The Public Relations Disaster Chapter 16 Tragedy of Tragedies Part III Marketing Management Chapter 17 Battling Pies in the Sky Chapter 18 Embracing Missions Chapter 19 Enough is Enough Chapter 20 All the Wrong Moves Chapter 21 Just Blame Marketing Part IV Marketing Strategy & Planning Chapter 22 The Elusive Marketing Culture Chapter 23 Words and Actions Chapter 24 The Onsite Advertising Agent Chapter 25 Making the Intangible, Tangible Chapter 26 Opening Minds Chapter 27 Advertising Does Work Chapter 28 Dead Celebrities Chapter 29 Tit-for-Tat Part V Consumer Behavior & Target Marketing Chapter 30 Winning over Customers Chapter 31 Teasing with Price Chapter 32 Stopping Outshopping Chapter 33 A Few Degrees off Target Chapter 34 Take it or Leave It Chapter 35 Through Others Eyes Chapter 36 The Scorned Customer Part VI Environmental Analysis & Competitive Assessment Chapter 37 Changing Times Chapter 38 Connecting the Dots Chapter 39 Defining Competition Chapter 40 When a Rival Fails Glossary
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone Nursing Collection 362.10688 FOR (Browse shelf(Opens below)) 1 Available 215850
Short Loan TUS: Midlands, Main Library Athlone Nursing Collection 362.10688 FOR (Browse shelf(Opens below)) 1 Available 215849

Includes index.

Includes bibliographical references and index.

Part I Product, Brand & Identity Management Chapter 1 Setting the Stage Chapter 2 Shoring up the Servicescape Chapter 3 Revitalizing a Brand Chapter 4 Expectations and Experiences Chapter 5 The Gamble Chapter 6 The Name Game Chapter 7 The Weakest Link Part II Marketing Communications Chapter 8 Missed Opportunities Chapter 9 Unanticipated Consequences Chapter 10 Advertising Doesn t Work Chapter 11 The Perfect Formula Chapter 12 Finding the Right Mix Chapter 13 Covert Operations Chapter 14 Form or Function Chapter 15 The Public Relations Disaster Chapter 16 Tragedy of Tragedies Part III Marketing Management Chapter 17 Battling Pies in the Sky Chapter 18 Embracing Missions Chapter 19 Enough is Enough Chapter 20 All the Wrong Moves Chapter 21 Just Blame Marketing Part IV Marketing Strategy & Planning Chapter 22 The Elusive Marketing Culture Chapter 23 Words and Actions Chapter 24 The Onsite Advertising Agent Chapter 25 Making the Intangible, Tangible Chapter 26 Opening Minds Chapter 27 Advertising Does Work Chapter 28 Dead Celebrities Chapter 29 Tit-for-Tat Part V Consumer Behavior & Target Marketing Chapter 30 Winning over Customers Chapter 31 Teasing with Price Chapter 32 Stopping Outshopping Chapter 33 A Few Degrees off Target Chapter 34 Take it or Leave It Chapter 35 Through Others Eyes Chapter 36 The Scorned Customer Part VI Environmental Analysis & Competitive Assessment Chapter 37 Changing Times Chapter 38 Connecting the Dots Chapter 39 Defining Competition Chapter 40 When a Rival Fails Glossary

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