Cases in Health Care Marketing

Download or read book Cases in Health Care Marketing written by John L. Fortenberry Jr. and published by Jones & Bartlett Publishers. This book was released on 2010-02-26 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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’s materials.