Health Administration Press Course Catalog - Fall 2013 - (Page 32)

MARKETING AND STRATEGY Richard K. Thomas, PhD MARKETING HEALTH SERVICES, SECOND EDITION This book introduces students to the marketing concepts and methods 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 includes discussion of new developments in healthcare that affect marketing as well as contemporary marketing approaches. Topics include: - The use of consumer engagement techniques to encourage healthy 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 An AUPHA/HAP book Hardbound, 480 pp, 2009 ISBN-13: 978-1-56793-336-9 Order code: CBCTF-2137, $109 E-book available! ache.org/HAP To assist the learning process, this book has an expanded glossary, how-to sections that illustrate marketing techniques, and many real-world examples that explore contemporary marketing concepts. Instructor Resources: Key points and terms, discussion questions, case studies and talking points, student exercises, and PowerPoint slides. NEW EDITION! Christina Beach Thielst, FACHE SOCIAL MEDIA IN HEALTHCARE: CONNECT, COMMUNICATE, COLLABORATE, SECOND EDITION The growth of social networking has been dramatic, and the applications are quickly finding their way into healthcare organizations. This updated bestseller provides an overview of the social media tools healthcare organizations are using to connect, communicate, and collaborate with their patients, physicians, staff, vendors, media, and the community at large. It describes the major social media applications and reviews their benefits, uses, limitations, risks, and costs. It also provides tips for creating a social media strategy based on your organization’s specific needs and resources. Real-world examples illustrate how social media can improve the efficiency, effectiveness, and marketing of your healthcare organization. The companion website includes examples from leading healthcare organizations that have made the commitment to social media as part of their organization’s strategic plan. An Executive Essentials book Softbound, 88 pp, 2013 ISBN-13: 978-1-56793-576-9 Order code: CBCTF-2235, $50 E-book available! ache.org/HAP 32 (301) 362-6905 phone (2 4 0 ) 3 9 6 - 5 9 0 7 f a x ache.org/HAP  http://www.ache.org/Publications/product.aspx?pc=2137 http://www.ache.org/Publications/product.aspx?pc=2137 http://www.ache.org/HAP http://www.ache.org/Publications/product.aspx?pc=2235 http://www.ache.org/Publications/product.aspx?pc=2235 http://www.ache.org/HAP http://www.ache.org/HAP

Table of Contents for the Digital Edition of Health Administration Press Course Catalog - Fall 2013

Contents

Health Administration Press Course Catalog - Fall 2013

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