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Marketing health services / Richard K. Thomas.

By: Material type: TextTextPublication details: Chicago : Health Administration Press ; Arlington, VA : AUPHA Press, c2010.Edition: 2nd edDescription: xxiii, 495 p. : ill. ; 27 cmISBN:
  • 9781567933369 (alk. paper)
  • 156793336X
Subject(s): DDC classification:
  • 362.10688 THO
  • 362.1068/8 22
LOC classification:
  • RA410.56 .T48 2010
Contents:
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
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone Nursing Collection 362.10688 THO (Browse shelf(Opens below)) 1 Available 217733
Short Loan TUS: Midlands, Main Library Athlone Nursing Collection 362.10688 THO (Browse shelf(Opens below)) 1 Available 217734

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

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