The healthcare industry continues to undergo enormous changes with new laws and policies, fresh innovations, and an increasingly educated health consumer. As such, healthcare administrators must be prepared to shift their strategies in order to meet the demands of this dynamic market.
Essentials of Health Care Marketing, 4th Edition, (PDF) will provide your college students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the textbook offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market. This complete curriculum of marketing management tools and techniques is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation.
New to the 4th Edition:
Chapter 3 (Environment) heavily revised to include new health care delivery models, foreign competitors, increased competition, and health care reform.
Chapter 4 now includes a discussion of exchanges.
Chapter 10 addresses the increasing amount of system consolidation.
NOTE: This sale only includes Essentials of Health Care Marketing, 4e in PDF. No access codes included.
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