Health Care Market Strategy: From Planning to Action

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Jones & Bartlett Learning, 2004 - Medical - 287 pages
Health Care Market Strategy: From Planning to Action, Third Edition, a standard reference for over ten years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics.
 

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Contents

Outlining the Marketing Planning Process
31
The Challenge of a Competitive Marketplace
50
Step 1 The Vision Thing
67
Step 2 Conducting the InternalExternal Assessment
81
Step 3 The StrategyAction Match
122
Step 4 Determining Marketing Actions
159
Step 5 Integration of the Marketing Plan
214
Step 6 The Approval and Monitoring Process
222
Conclusion
235
Appendix A Consolidation of Key Questions Used in Conducting
247
Appendix B Marketing Plan Summary
254
Index
271
Copyright

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About the author (2004)

Strategy Advisor, Minnesota

Professor Emeritus, University of Massachusetts, Amherst, Massachusetts

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