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Essentials of Health Care Marketing, Second Edition

Author(s): Eric N. Berkowitz, PhD, Professor of Marketing, Isenberg School of Management, University of Massachusetts, Amherst, Massachusetts
Details:
  • ISBN-13: 9780763783501
  • ISBN-10:0763783501
  • Paperback    416 pages      © 2006
Price: International Sales $116.95 US List
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Overview

Instructor Resources: Instructor's Manual, PowerPoints, TestBank

Make this a bundle with Fortenberry's Health Care Marketing: Tools and Techniques and save your students on cost. Contact your publisher's representative for more information.

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, Second 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 text is a complete curriculum of marketing management tools and techniques and 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.

· Comes with downloadable Instructor’s Manual and PowerPoint slides to facilitate course instruction.

ShowKey Features

This title provides a solid foundation in the principles of marketing  

Both the strategy and tactics of marketing are covered in comprehensive and complete way and are thoroughly documented

New to this Edition!

Includes discussion throughout the text on the World Wide Web, including website quality and the use of the World Wide Web as a marketing channel and by patients

New to this Edition!

Includes a new chapter on Developing Customer Loyalty, an important issue as health care organizations must lock in patients and referral physicians

New to this Edition!

Addresses the issue of HIPAA in terms of marketing constraints

New to this Edition!

Includes discussion regarding restructuring the health care system away from HMOs to a more managed care system and medical savings account with implications for marketing strategy

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ShowTable of Contents

Chapter 1: The Meaning Of Marketing

Chapter 2: Marketing Strategy

Chapter 3: The Environment of Marketing Strategy

Chapter 4: Buyer Behavior

Chapter 5: Marketing Research

Chapter 6: Market Segmentation

Chapter 7: Developing Customer Loyalty

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: Glossary


 


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ShowAbout the Author(s)

Eric N. Berkowitz, PhD-Professor of Marketing, Isenberg School of Management, 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

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ShowAppropriate Courses

Essentials of Health Care Marketing, Second Edition is ideal for all Health Care Marketing or Principles of Health Care Marketing courses, taught within Business Schools, Health Administration Departments, Schools of Public Health, and at all four year institutions. Back to top

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