Health Care Market Strategy: From Planning to Action
Health Care Market Strategy: From Planning to Action, Fourth Edition, a standard reference for over 15 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. Put the concepts you learned in introductory marketing courses into action using the authors' own unique model--called the strategy/action match--from which you will learn how to determine exactly which tactics to employ in a variety of settings.
In this new edition, you'll also discover the latest practical applications for strategy development, the marketing planning process, challenges of a competitive marketplace, vision, and other critical aspects of health care marketing. The Fourth Edition also examines new health care delivery models, increasing competition, foreign competitors, and health care reform. Students will come away with a clear understanding of the link between the board room and its connection to tactics in the marketing division. The authors provide models and methods to help organizations discuss and create clear and precise visions for their organizations.
The new edition also includes expanded Appendices that present a clear picture of what a typical market plan should look like.
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Strategy Development and the Strategic Mindset
Understanding the Strategic Business and Marketing Planning Process
The Challenge of a Competitive Marketplace
Step 1 Conducting the InternalExternal Assessment
Step 2 Creating the Mission Vision and Critical SuccessFactors
Step 3 The StrategyAction Match
Step 4 Determining Marketing Actions
Step 5 Integration of the Marketing Plan with the Business Plan and the Strategic Plan
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