Marketing health services / Richard K. Thomas.
| Author/creator | Thomas, Richard K., 1944- |
| Other author | Association of University Programs in Health Administration. |
| Format | Electronic |
| Edition | Fifth edition. |
| Publication Info | Chicago, Illinois : Health Administration Press ; Washington, DC : Association of University Programs in Health Administration, [2024] |
| Description | xxi, 627 pages ; 26 cm |
| Supplemental Content | Full text available from Ebook Central - Academic Complete |
| Subjects |
| Contents | The Origin and Evolution of Marketing -- Marketing as a Component of Healthcare -- Basic Marketing Concepts -- Marketing and the Healthcare Organization -- The Nature of Healthcare Markets -- Healthcare Consumers -- Healthcare Consumer Behavior -- Healthcare Products -- Factors in Health Services Utilization -- The Changing Environment for Healthcare Marketing -- Marketing Strategies -- Health Communication -- Traditional Marketing Techniques -- Contemporary Marketing Techniques -- Social Media and Healthcare Marketing -- Marketing Management -- Marketing Research -- Marketing Planning -- Marketing Data -- A Look Ahead. |
| Abstract | "Healthcare marketing is like marketing in other sectors, but it also has characteristics that differentiate it. It has evolved into a unique discipline with features that set it apart from marketing in other sectors. Drawing from the author's many years of real-world experience, Marketing Health Services provides a foundational understanding of the specialized field of healthcare marketing. It delves into the complexities of healthcare markets, explains both traditional and modern marketing techniques geared to healthcare use, and offers guidance on the implementation and evaluation of marketing initiatives"-- Provided by publisher. |
| Bibliography note | Includes bibliographical references and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2024003927 |
| ISBN | 9781640554344 (cloth ; alk. paper) |
| ISBN | (ebook) |
| ISBN | (epub) |