Cases in Health Care Marketing
- ISBN-10
- 0763764485
- ISBN-13
- 9780763764487
- Category
- Business & Economics
- Pages
- 253
- Language
- English
- Published
- 2010-10-22
- Publisher
- Jones & Bartlett Learning
- Author
- John L. Fortenberry
Description
Cases in Health Care Marketingfeatures over 30 case studies that explore real-world scenarios faced by healthcare marketing executives. Divided into seven sections, the book covers issues in product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.
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