TY  - BOOK
AU  - Kotler,P
AU  - Shalowitz,J
AU  - Stevens,R J
TI  - Strategic marketing for health care organizations : :  building a customer-driven health system / 
SN  - 0787984965
PY  - 2008///
CY  - San Francisco, Calif. : 
PB  -  Jossey-Bass, 
KW  - Marketing
KW  - Health service management
KW  - Patient and public involvement
N1  - The role of marketing in health care organizations -- Defining the health care system and its trade-offs -- The health care industry and marketing environment -- Determinants of the utilization of health care services -- Strategy and market planning -- How health care buyers make choices -- Using market information systems and marketing research -- Market segmentation, targeting, positioning, and competition -- Shaping and managing product and service offerings -- Developing and branding new offerings -- Pricing strategies and decisions in health care -- Designing and managing health care marketing channels -- Designing and managing integrated marketing communications -- Personal marketing communications: word-of-mouth, sales, and direct marketing -- Organizing, implementing, and controlling marketing
ER  -