Cases in Health Care Marketing
by John L. Fortenberry Jr.
2020-07-25 12:22:50
Cases in Health Care Marketing
by John L. Fortenberry Jr.
2020-07-25 12:22:50
Cases in Health Care Marketing features over 30 case studies that explore real-world scenarios faced by healthcare marketing executives. Divided into seven sections, the book covers issues in product development and portfolio analysis; branding and i...
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Cases in Health Care Marketing features over 30 case studies that explore real-world scenarios faced by healthcare marketing executives. Divided into seven sections, the book covers issues in product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.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.
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