Kotler, Shalowitz, Stevens:

Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System

Instructor Companion Site

Table Of Contents

Chapter 1: The Role of Marketing in Health Care Organizations.

Chapter 2: Defining the Health Care System and Its Trade-offs.

Chapter 3: The Health Care Industry and Marketing Environment.

Chapter 4: Determinants of the Utilization of Health Care Services.

Chapter 5: Strategy and Market Planning.

Chapter 6: How Health Care Buyers Make Choices.

Chapter 7: Using Market Information Systems and Marketing Research.

Chapter 8: Market Segmentation, Targeting, Positioning, and Competition.

Chapter 9: Shaping and Managing Product and Service Offerings.

Chapter 10: Developing and Branding New Offerings.

Chapter 11: Pricing Strategies and Decisions in Health Care.

Chapter 12: Designing and Managing Health Care Marketing Channels.

Chapter 13: Designing and Managing Integrated Marketing Communications.

Chapter 14: Personal Marketing Communications: Word-of-Mouth, Sales, and Direct Marketing.

Chapter 15: Organizing, Implementing, and Controlling Marketing.

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