(Ebook) Marketing Health Services, Second Edition by Richard K. Thomas ISBN 9781567933369, 156793336X

(Ebook) Marketing Health Services, Second Edition by Richard K. Thomas ISBN 9781567933369, 156793336X

Healthcare marketing has not only come of age; it has also risen to a new level of prominence. Increased competition has driven healthcare providers to better understand the market in which they operate, their customers, and their customers motivations. Marketing is now a recognized and established function in many healthcare organizations. This book introduces healthcare leaders to the concepts they need to understand 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.