Cases in Health Care Marketing

Cases in Health Care Marketing

John L. Fortenberry Jr.
Format: Paperback
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Details

  • Paperback: 244 pages
  • Publisher: Jones & Bartlett Learning; 1 edition (March 12, 2010)
  • Language: English
  • ISBN: 0763764485
  • EAN: 9780763764487
  • Item Dimensions: 6.0 x 0.5 x 9.0 inches
  • Shipping Weight: 0.8 pounds

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Description

Cases in Health Care Marketing features 40 case studies that explore real-world scenarios faced by healthcare marketing executives. Divided into six sections, the book covers issues in Product, Brand & Identity Management; Marketing Communications; Marketing Management; Marketing Strategy & Planning; Environmental Analysis & Competitive Assessment.

Useful as a stand-alone text or as a complement to any introductory text on healthcare marketing, Cases in Health Care Marketing challenges to reader to resolve the case through a series of questions at the conclusion of each study. Solutions are provided as part of a package of online instructor's materials.

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