Cases in Health Care Marketing
| By: | John L. Fortenberry Jr. |
| Publisher: | Jones & Bartlett Learning |
| Print ISBN: | 9780763764487 |
| eText ISBN: | 9781449680466 |
| Edition: | 1 |
| Copyright: | 2011 |
| Format: | Reflowable |
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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.