Book description
This much-needed text offers an authoritative introduction to strategic
marketing in health care and presents a wealth of ideas for gaining the
competitive edge in the health care arena. Step by step the authors show
how real companies build and implement effective strategies. It includes
marketing approaches through a wide range of perspectives: hospitals,
physician practices, social marketing, international health, managed
care, pharmaceuticals, and biotechnology. With
Strategic Marketing for Health Care Organizations
, students and future administrators will have a guide to the most
successful strategies and techniques, presented ready to apply by the
most knowledgeable authors.
Philip Kotler is the S. C. Johnson Distinguished Professor of
International Marketing at Northwestern University's Kellogg School of
Management and the author of more than thirty books.
Joel Shalowitz is Professor of Health Industry Management and
director of the Health Industry Management Program at the Kellogg
School of Management and Professor of Medicine and Preventive
Medicine, Feinberg School of Medicine, Northwestern University.
Robert J. Stevens is president of Health Centric Marketing in
Durham, North Carolina and an Adjunct Professor at the School of
Public Health at the University of North Carolina at Chapel Hill.
