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Essentials of Health Care Marketing, Third Edition

Author(s): Eric N. Berkowitz, PhD, MBA, Professor Emeritus, University of Massachusetts, Amherst, Massachusetts
  • ISBN-13: 9780763783334
  • Paperback    516 pages      © 2011
Price: International Sales $158.95 US List
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Instructor Resources: TestBank, PowerPoints, Answer Key, Case Studies
Student Resources: Companion Website with Interactive Glossary, Flashcards, WebLinks, Crosswords, Matching Questions

The healthcare industry continues to undergo enormous changes with new laws and policies, fresh innovations, and an increasingly educated health consumer. As such, healthcare administrators must be prepared to shift their strategies in order to meet the demands of this dynamic market. Essentials of Health Care Marketing, Third Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market.

The new Third Edition is a thorough update of the major environmental changes in health care as they relate to the key areas of marketing. These aspects are most significant in several major chapters within this text as a result of increasing developments in health care strategies in terms of web 2.0, distribution, health insurance changes and the issue of value to the customer and the implication for marketing. Changes in quality and safety initiatives, demographic changes,  regulatory shifts;  and global competition are thoroughly covered.

This complete curriculum of marketing management tools and techniques is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation.

Key features:

  • Filled with examples from a wide array of health care providers, health systems, HMOs, physician-hospital organizations, and more.
  • Covers fundamental topics such as market research, strategy, and the strategic marketing process.
  • Chapters include learning objectives, key terms, and chapter problems for discussion.
  • Accompanied by downloadable Instructor’s Manual and PowerPoint slides to facilitate course instruction.

Thoroughly Updated Instructor Resources:

  • Over 1,000 Test Bank Questions with page references
  • PowerPoint slides with talking points
  • 8 Case Studies
  • Answers to End of Chapter Questions

Click "Resources" below to request access to these materials.

Part  I  The Marketing Process
  Chapter  1  The Meaning of Marketing
  Chapter  2  Marketing Strategy
  Chapter  3  The Environment of Marketing Strategy
Part  II  Understanding the Consumer
  Chapter  4  Buyer Behavior
  Chapter  5  Marketing Research
  Chapter  6  Market Segmentation
  Chapter  7  Developing Customer Loyalty
Part  III  The Marketing Mix
  Chapter  8  Product Strategy
  Chapter  9  Price
  Chapter  10  Distribution
  Chapter  11  Promotion
  Chapter  12  Advertising
  Chapter  13  Sales and Sales Management
  Chapter  14  Controlling and Monitoring
  Appendix  A  A Sample Business Planning Manual
  Appendix  B  Glossary

Eric N. Berkowitz, PhD, MBA-Professor Emeritus, University of Massachusetts, Amherst, Massachusetts

Dr. Berkowitz has consulted frequently on marketing and marketing research for a wide range of health care organizations. A frequent speaker for medical staff meetings and retreats, Dr. Berkowitz also serves as a core faculty member for the American College of Physician Executives. Dr. Berkowitz also has been a frequent speaker at meetings of the Medical Group Management Association, the American Hospital Association, and the Association of Community Cancer Centers among others. Dr. Berkowitz has taught in the Executive Management Programs of the University of Minnesota, Health Systems Management Center at Case Western Reserve University, Carnegie Mellon University and for the University of Connecticut.


Professor Berkowitz has published extensively in both marketing and health care. He is an author of six books; Essentials of Health Care Marketing (Jones and Bartlett, 2006, 1996); Marketing (Richard D. Irwin, 7th ed., 2002);Marketing in Canada (Richard D. Irwin, 5th ed.); Health Care Marketing Plans: From Strategy to Action (Jones and Bartlett 3rd ed., 2004); Strategic Planning inHealth Care Management: Marketing and Finance Perspectives (Aspen 1981); Health Care Market Research (Richard D. Irwin, 1997).


Dr. Berkowitz is a past editor of the Journal of Health Care Marketing. He also served as Chairperson of the Alliance for Health Care Strategy and Marketing.  Eric also served as the Editor of Trend Watch. Professor Berkowitz is listed in Who’s Who in American Industry and Finance, Who’s Who in Education, 6th ed (2004-2005), and Who’s Who Among Emerging Leaders. In 1985 Dr. Berkowitz was named an honorary member of the American College of Physician Executives. In 1988 Professor Berkowitz received the Frank J, Weaver Leadership Award from the Alliance for Healthcare Strategy and Marketing for his contributions to the advancement of healthcare marketing.

Additional Titles by this Author
  • "It is very current, with the most up-to-date information, charts, data, etc.! I'm very pleased with this new edition!"

    --Sharon Broome, Adjunct Instructor of Nursing, Indian River State College

  • "...a solid comprehensive treatment of the topic of health care marketing. It is well organized and offers an engaging variety of content (data, graphics, charts, problem questions, tables, and references)."

    —George Moseley, MBA, JD, Harvard School of Public Health

  • "The chapter problems are a nice addition for helping students apply the principles of each chapter."

    --Chris Calkins, PhD, Department of Health Policy and Administration, Penn State University

The following instructor resources are available to qualified instructors for download

ISBN-13: 9780763783334

Angel ready Test Bank
Answers to In-Text Questions
BlackBoard ready Test Bank
Case Studies
Desire to Learn ready Test Bank
Moodle ready Test Bank
Slides in PowerPoint Format
Test Bank
Transition Guide


Bundle ISBN: 9780763795627
Cases in Health Care Marketing & Essentials of Health Care Marketing, 3E


Bundle ISBN: 9781284033403
This value bundle includes a hard copy of Essentials of Health Care Marketing, 3rd edition by Berkowitz, packaged with an access code card that gives you online entry to Navigate Scenarios: LearnScapes for Health Care Marketing.