Cases in Health Care Marketing

By John L. Fortenberry Jr.

Book Overview

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 (TM)s materials.

• Format: Paperback
• Language: English
• ISBN: 0763764485
• ISBN13: 9780763764487
• Release Date: March 2010
• Publisher: Jones & Bartlett Publishers
• Length: 244 Pages
• Weight: 0.80 lbs.
• Dimensions: 0.5" x 5.9" x 8.9"