TY  - BOOK
AU  - Thomas,Richard K.
TI  - Marketing health services
SN  - 9781567933369 (alk. paper)
AV  - RA410.56 .T48 2010
U1  - 362.10688 THO 
PY  - 2010///
CY  - Chicago, Arlington, VA
PB  - Health Administration Press, AUPHA Press
KW  - Medical care
KW  - Marketing
KW  - Marketing of Health Services
N1  - Includes bibliographical references and index; Preface to the Second Edition xv  Introduction to the Second Edition xix PART I. HEALTHCARE MARKETING: HISTORY AND CONCEPTS   The Origin and Evolution of Marketing in Healthcare  The Evolving Societal and Healthcare Context  Basic Marketing Concepts  Marketing and the Healthcare Organization PART II. UNDERSTANDING HEALTHCARE MARKETS   The Nature of Healthcare Markets  Healthcare Consumers and Consumer Behavior  Healthcare Products and Services  Factors in Health Services Utilization PART III. HEALTHCARE MARKETING TECHNIQUES   Marketing Strategies  Traditional Marketing Techniques: Promotional Mix and Media  Contemporary Marketing Techniques  Healthcare Marketing in International Perspective PART IV. MANAGING AND SUPPORTING THE MARKETING EFFORT   Managing and Evaluating the Marketing Process  Marketing Research in Healthcare  Marketing Planning  Sources of Marketing Data PART V. THE FUTURE OF HEALTHCARE MARKETING   Healthcare Marketing in  and Beyond  Glossary  References
ER  -