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Richard K. Thomas "Marketing Health Services"

Richard Thomas's new Marketing Health Services is a comprehensive guide to the world of healthcare marketing. It provides the nuts and bolts information a marketing professional veteran and newcomer alike could immediately apply to his or her own work. The book's contents run the gamut from understanding healthcare markets to applying marketing techniques to evaluating the marketing effort.

Thomas discusses the latest thinking on healthcare marketing, including

Factors that drive marketing approaches and consumer behavior in healthcare

Practical tips on devising a marketing strategy and managing its progress

Critical analysis of the marketing techniques currently used in healthcare

Introduction to emerging techniques being adapted for healthcare

strategies to consider when initiating market research

Case studies illustrating various marketing techniques

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CONTENTS IN BRIEF

Introduction...................................................xi

Part I Healthcare Marketing: History and Concepts

1 The History of Marketing in Healthcare......................................3

2 The Challenge of Healthcare Marketing ....................................23

3 The Evolving Societal and Healthcare Context..........................51

4 Basic Marketing Concepts ..........................................................77

5 Marketing and the Healthcare Organization..............................99

Part II Understanding Healthcare Markets

6 The Nature of Healthcare Markets ..........................................133

7 Healthcare Consumers and Consumer Behavior......................167

8 Healthcare Products and Services ............................................197

9 Factors in Health Services Utilization ......................................223

Part III Healthcare Marketing Techniques

10 Marketing Strategies.................................................................247

11 Promotions, Advertising, and Sales ..........................................275

12 Emerging Marketing Techniques .............................................301

Part IV Managing and Supporting the Marketing Effort

13 Managing and Evaluating the Marketing Process ....................333

14 Marketing Research in Healthcare ...........................................351

15 Marketing Planning..................................................................377

16 Sources of Marketing Data.......................................................399

Part V The Future of Healthcare Marketing

17 Healthcare Marketing in the Twenty-First Century.................427

Glossary ...............................................................................................441

Index....................................................................................................457

About the Author ................................................................................469

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