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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
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Searching... | 30000010201834 | RA410.56 K69 2008 | Open Access Book | Book | Searching... |
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Summary
Summary
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.
Author Notes
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
Table of Contents
Tables, Figures, and Exhibits | p. xi |
Preface | p. xv |
Acknowledgments | p. xvii |
The Authors | p. xix |
Part 1 | |
1 The Role of Marketing in Health Care Organizations | p. 3 |
Overview: Marketing Is Pervasive in Health Care | p. 4 |
The Elements of Marketing Thought | p. 6 |
2 Defining the Health Care System and Its Trade-Offs | p. 13 |
Overview: Defining a Health Care System | p. 15 |
A Framework for Understanding Health Care Systems | p. 16 |
Strategic Choice Model for Organizations and Health Care Systems | p. 25 |
Strategic Implications for Health Care | p. 29 |
3 The Health Care Industry and Marketing Environment | p. 41 |
Overview: The U.S. Health Care System Needs Improvement | p. 43 |
Defining a Well-Designed Health Care System | p. 45 |
Major Participants in the Health Care System | p. 48 |
Key Managed Care Trends | p. 56 |
Dynamic Relations Among Health Care Stakeholders | p. 71 |
The Changing Health Care Environment | p. 73 |
4 Determinants of the Utilization of Health Care Services | p. 85 |
Overview: Why People Seek Health Care | p. 86 |
Multiple Factors Influence Health-Seeking Behavior | p. 95 |
Local (Small Area) Variations | p. 104 |
Part 2 | |
5 Strategy and Market Planning | p. 109 |
Overview: Defining the Organization's Purpose and Mission | p. 111 |
Strategic Planning | p. 111 |
Marketing Strategies | p. 135 |
Reassessment of Mission Statement | p. 139 |
Strategic Alliances | p. 141 |
Marketing Planning | p. 141 |
6 How Health Care Buyers Make Choices | p. 145 |
Overview: Key Psychological Processes | p. 147 |
The Buying Decision Process: The Five-Stage Model | p. 155 |
Organizational Buying and Decision Making | p. 163 |
7 Using Market Information Systems and Marketing Research | p. 177 |
Overview: The Need for Market Information | p. 179 |
The Components of a Modern Marketing Information System | p. 180 |
Internal Records System | p. 181 |
Health Care Services: The Clinical and Financial Systems | p. 182 |
Health Care Products: The Order-to-Payment Cycle | p. 182 |
The Marketing Intelligence System (MIS) | p. 182 |
Marketing Research System | p. 188 |
The Path Model: Understanding the Health Care Consumer | p. 197 |
Marketing Decision Support System | p. 201 |
Developing a Marketing Research Plan: Application and Example | p. 203 |
Forecasting and Demand Measurement | p. 206 |
Appendix Secondary-Data Sources | p. 213 |
8 Market Segmentation, Targeting, Positioning, and Competition | p. 217 |
Overview: Market Segmentation | p. 219 |
Segmentation of Consumer Markets | p. 222 |
Market Targeting | p. 231 |
Market Positioning | p. 235 |
Competitive Forces and Competitors | p. 245 |
Part 3 | |
9 Shaping and Managing Product and Service Offerings | p. 261 |
Overview: Distinguishing Product Types and Levels | p. 263 |
The Nature of Services | p. 266 |
Viewing the Product Mix | p. 271 |
Managing Product Lines | p. 272 |
10 Developing and Branding New Offerings | p. 281 |
Overview: The New Offering Development Process | p. 283 |
Building the Brand | p. 296 |
Managing the Stages of the Product Life Cycle | p. 304 |
Building, Maintaining, and Terminating a Brand | p. 313 |
11 Pricing Strategies and Decisions in Health Care | p. 317 |
Overview: Understanding Pricing | p. 318 |
Consumer Payers | p. 320 |
Government Payers | p. 341 |
Private Payers | p. 344 |
12 Designing and Managing Health Care Marketing Channels | p. 351 |
Overview: Marketing Channels and Value Networks | p. 353 |
The Role of Marketing Channels | p. 356 |
Channel Functions and Flows | p. 358 |
Channel Levels | p. 360 |
Service Sector Channels | p. 360 |
Channel-Design Decisions | p. 361 |
Identifying Major Channel Alternatives | p. 362 |
Evaluating the Major Alternatives | p. 364 |
Channel-Management Decisions | p. 365 |
Modifying Channel Arrangements | p. 368 |
Channel Dynamics | p. 369 |
Legal and Ethical Issues in Channel Relations | p. 373 |
13 Designing and Managing Integrated Marketing Communications | p. 375 |
Overview: The Role of Marketing Communications | p. 377 |
Marketing Communications and Brand Equity | p. 378 |
Communications Process Models | p. 380 |
Developing Effective Communications | p. 382 |
Advertising | p. 397 |
Sales Promotion | p. 411 |
Public Relations and Publicity | p. 414 |
Events and Experiences | p. 418 |
Factors in Setting the Marketing Communications Mix | p. 423 |
Measuring the Communications Results | p. 424 |
Managing the Integrated Marketing Communications Process | p. 424 |
Coordinating Media | p. 425 |
Implementing Integrated Marketing Communications | p. 425 |
14 Personal Marketing Communications: Word-of-Mouth, Sales, and Direct Marketing | p. 429 |
Overview: Personal Communication Channels | p. 431 |
Word-of-Mouth Marketing | p. 433 |
Designing the Sales Force | p. 441 |
Health Care Sales to Hospitals and Physicians | p. 454 |
Direct Marketing | p. 458 |
Part 4 | |
15 Organizing, Implementing, and Controlling Marketing | p. 471 |
Overview: Organizing for Marketing | p. 474 |
Helping the Hospital Become Patient-Oriented | p. 477 |
Marketing Implementation | p. 478 |
Evaluation and Control | p. 479 |
Glossary | p. 491 |
Notes | p. 511 |
Index | p. 531 |