Health Administration Press Catalog - Spring 2014 - (Page 57)

Marketing Matters A Guide for Healthcare Executives Richard K. Thomas, PhD, and Michael Calhoun This book explains what marketing is, what it can contribute to your organization, how it is done, and how it is measured. Topics covered include: * * * * The marketing process Marketing research and planning Market positioning and strategy development The changing marketing paradigm * * * * The senior manager's role in marketing The dollars and sense of marketing The promotional toolbox Measuring the effectiveness of marketing Softbound, 151 pp, 2007, ISBN 13: 978-1-56793-276-8. An ACHE Management Series book. Order code: HGCTF-2084, $77 EARN ACHE QUALIFIED EDUCATION CREDITS BY COMPLETING THE SELF-STUDY COURSE DESIGNED AROUND THIS BOOK! See page 75 for more information. Marketing Health Services Second Edition Richard K. Thomas, PhD This book introduces health professionals to the concepts and tools they need to plan and launch an effective marketing initiative. It provides a comprehensive view of the marketing process, from evaluating market needs, to developing a marketing campaign, to evaluating marketing efforts. This edition discusses recent developments in healthcare that are affecting the marketing of health services, as well as contemporary marketing approaches. New topics include: * The use of consumer engagement techniques to influence health behavior * Competition in the international healthcare market * Measurement of return on investment of marketing dollars * The use of social media to inform and educate consumers Hardbound, 495 pp, 2010, ISBN 13: 978-1-56793-336-9. An AUPHA/HAP book. Order code: HGCTF-2137, $109 Healthcare Marketing A Case Study Approach Leigh W. Cellucci, PhD; Carla Wiggins, PhD; and Tracy J Farnsworth, EdD Experienced healthcare marketers know that the traditional four Ps of business marketing- product, price, placement, and promotion-don't always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps-physicians, patients, payers, public, and the presence of politics-for building a solid foundation in healthcare marketing. The book focuses on the unique needs of marketing in the healthcare industry, applying general marketing theory and concepts where appropriate and tapping into the day-to-day experiences of working healthcare marketing professionals. The four main parts of the book are introduced by comprehensive cases that will challenge readers to consider strategic marketing initiatives while teaching them the differences between marketing healthcare and marketing other products and services. Each chapter includes an additional case study that addresses relevant healthcare marketing concepts through real-world applications. NEW! Softbound, approximately 310 pages, November 2013, ISBN13: 978-1-56793-605-6. A Gateway to Healthcare Management book. Order code: CBCTF-2249, $102 or visit ache.org/HAP Healthcare Marketing and Competitive Strategy   57  http://www.ache.org/Publications/Product.aspx?pc=2084 http://www.ache.org/Publications/Product.aspx?pc=2084 http://www.ache.org/Publications/Product.aspx?pc=2137 http://www.ache.org/Publications/Product.aspx?pc=2137 http://www.ache.org/Publications/product.aspx?pc=2249 http://www.ache.org/Publications/product.aspx?pc=2249 http://www.ache.org/HAP

Table of Contents for the Digital Edition of Health Administration Press Catalog - Spring 2014

Contents

Health Administration Press Catalog - Spring 2014

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