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Marketing in Healthcare-Related Industries [Mīkstie vāki]

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  • Formāts: Paperback / softback, 294 pages, height x width x depth: 234x156x16 mm, weight: 416 g
  • Izdošanas datums: 02-Jul-2020
  • Izdevniecība: Information Age Publishing
  • ISBN-10: 1648021069
  • ISBN-13: 9781648021060
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  • Mīkstie vāki
  • Cena: 61,22 €
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Marketing in Healthcare-Related IndustriesPalielināt
  • Formāts: Paperback / softback, 294 pages, height x width x depth: 234x156x16 mm, weight: 416 g
  • Izdošanas datums: 02-Jul-2020
  • Izdevniecība: Information Age Publishing
  • ISBN-10: 1648021069
  • ISBN-13: 9781648021060
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9781648021060.html
Keywords:
Marketing in Healthcare-Related Industries captures the concepts and complexities of marketing healthcare in todays environment. The book provides detailed conceptual and practical insights that will be of great benefit to healthcare scholars and practitioners. Topics on healthcare marketing have been carefully selected to provide wide coverage and are illustrated by mini-cases with a highly practical marketing tool kit for healthcare managers included.

The healthcare sector in the 21st century face a multiplicity of challenges, which include changing disease patterns, more technology-driven health interventions, a more assertive and quality conscious clientele, as well as a rapidly growing for-profit segment of the industry. This places more responsibilities on healthcare service providers in both the public and private sectors, to deliver value-for-money services at competitive costs. To respond to the changing business environment, a carefully crafted marketing approach is needed by all players in the industry to create value and sustain the confidence of clientele and stakeholders.

Recenzijas

Marketing in Healthcare-Related Industries is a timely book as the healthcare industry grows more customer-focused and faces increasing pressure to deliver high-quality service at more affordable costs. This book will serve as a roadmap for practitioners as it synthesizes insights from many marketing researchers into useful and actionable advice. It should also help students easily master the application of marketing principles to the healthcare industry with tools like review questions at the end of each chapter and mini-cases to apply marketing concepts."" -Dr. Bruce A. Huhmann, Department Chair and Professor of Marketing,Virginia Commonwealth University

""Marketing In Healthcare-related Industries could not have come at a better time. Just as theepidemiological and demographic transitions have changed the cycle of planning, resource allocation, delivering, monitoring and evaluating healthcare (especially in developing countries), shrinking domesticand donor resources for health, and ambitious agendas like the Universal Health Coverage 2030 Agenda, make it imperative that healthcare providers do more with less. This book provides a clear road map to a MARKETING TRANSITION, which links healthcare and marketing in a way hitherto not so clearly outlined. The Toolkit will be a valuable tool for undergraduate and graduate students in healthcare provision, as well as health practitioners who have traditionally not been trained in this area. I commend it highly as a must-read book in this area."" -Dr. Victor Asare Bampoe - Former Deputy Minister of Health, Ghana and currently Director & Coordinator, Global Financing & Technical Support, Joint United Nation Programme on HIV&AIDS, Geneva

""A truly remarkable scholarly work of our time. An easy-to-read and insightful book that captivates the reader, whether practitioner or student."" -Dr. Abigail Mensah - Korle-Bu Teaching Hospital, Ghana

""This book is well-written, easy-to-understand, and very up-to-date in its approach to marketing in healthcare-related industries. It is useful for undergraduate and graduate students as well as healthcare practitioners.""- Dr. Gouher Ahmed, Professor of Strategic Leadership & International Business, Skyline University College, UAE

Foreword xi
Preface xiii
1 An Introduction to Marketing in Healthcare
1(24)
Chapter Outline
1(1)
Chapter Outcome
1(1)
Introduction
2(3)
The History of Marketing: A Conceptual Perspective
5(4)
Why Healthcare Marketing is Different
9(6)
Reasons for the Adoption of Healthcare Marketing
15(4)
Conclusion
19(1)
Review Questions
20(1)
Mini Case Study With Discussion
21(1)
References
22(3)
2 Services Marketing as the Bedrock of Healthcare Marketing
25(20)
Chapter Outline
25(1)
Chapter Outcome
26(1)
Introduction
26(1)
Evolution of the Services Marketing Concept: From 4Ps to 7Ps
27(7)
Services in the Modern Economy
34(3)
The Importance of Differences Among Services
37(1)
The Importance of Marketing Healthcare Services
38(1)
Integrating Marketing With Other Functions in Healthcare Organization
39(1)
Conclusion
40(1)
Review Questions
41(1)
Mini Case Study With Discussion
41(1)
References
42(3)
3 The Evolving Societal and Healthcare Context
45(32)
Chapter Outline
45(1)
Chapter Outcome
46(1)
Introduction
46(1)
The Evolution of Healthcare
47(1)
The Cultural Revolution and Healthcare
47(2)
The Changing Societal Context
49(3)
The Country Context
52(1)
The Emergence of Healthcare as an Institution
53(6)
Marketing Concepts for Healthcare Organizations
59(6)
Components of the Healthcare Marketing Mix
65(5)
Conclusion
70(1)
Review Questions
71(1)
Mini Case Study With Discussion
71(1)
References
72(5)
4 Public Sector Marketing in Healthcare
77(28)
Chapter Outline
77(1)
Chapter Outcome
78(1)
Introduction
78(1)
Key Characteristics of Public Services
78(2)
Scope and Nature of Public Sector Marketing
80(2)
Importance of Marketing in the Public Sector
82(1)
Challenges of Public Sector Marketing
83(3)
The Marketing Mix of Public Sector Marketing
86(4)
Types of Marketing in the Public Sector
90(5)
Aspects of Social Marketing
95(1)
The Public Sector Marketing Planning Process
96(2)
Conclusion
98(1)
Review Questions
99(1)
Mini Case Study With Discussion
99(2)
References
101(4)
5 Strategic Planning in Healthcare Marketing
105(28)
Chapter Outline
105(1)
Chapter Outcome
106(1)
Introduction
106(1)
Strategic Planning
106(9)
Strategic Analysis
115(5)
Strategy Formulation
120(1)
Strategy Implementation
121(2)
Strategy Evaluation
123(3)
Conclusion
126(1)
Review Questions
126(1)
Mini Case Study With Discussion
127(2)
References
129(4)
6 Managing Innovation in Healthcare Institutions
133(12)
Chapter Outline
133(1)
Chapter Outcome
134(1)
Introduction
134(1)
Uncertainty in Healthcare Institutions
134(2)
Managing Uncertainty in Healthcare Institutions
136(1)
Organizational Structure and Innovations
136(3)
Flexibility
139(1)
Communication
139(1)
Interorganizational Relationships
140(1)
Conclusion
140(1)
Review Questions
141(1)
Mini Case Study With Discussion
141(1)
References
142(3)
7 Healthcare Stakeholders
145(28)
Chapter Outline
145(1)
Chapter Outcome
146(1)
Introduction
146(1)
Who Is a Stakeholder?
147(1)
Stakeholders in Healthcare Sector
147(5)
Stakeholder Theory
152(1)
Stakeholder Value
153(2)
Difference Between a Stakeholder and a Shareholder
155(1)
Stakeholder Identification
155(1)
Generic Stakeholder Identification
156(1)
Engagement Guidelines
156(2)
Snowballing
158(1)
Mapping
158(2)
Identifying Stakeholders' Needs
160(1)
Managing Value Through Stakeholder Management
161(2)
Sustaining Stakeholder Value
163(1)
Managing Sustainable Stakeholder Value
163(3)
Evaluating the Impact of Stakeholder Value Created
166(1)
Conclusion
167(1)
Review Questions
167(1)
Mini Case Study With Discussion
168(1)
References
169(4)
8 Consumer Behavior in Healthcare Service Encounters
173(32)
Chapter Outline
173(1)
Chapter Outcome
174(1)
Introduction
174(1)
Consumers' Interactions With Healthcare Service Operators
174(3)
The Multiple Steps in the Healthcare Service Purchase Process
177(3)
Health Service Customers' Needs and Expectations in Relation to Service Offerings
180(3)
Discontinuation Theory
183(1)
Customer Expectation in Products and Services
184(3)
Monitoring Customer Needs and Expectations Constantly
187(2)
Customer Expectation in Healthcare Services
189(1)
Expectation of the Aged in Healthcare Services
189(1)
Service Evaluation by Healthcare Service Customers
190(1)
Cues and Signals of Service Quality
191(2)
The Healthcare Service Business as a System
193(4)
Conclusion
197(1)
Review Questions
197(1)
Mini Case Study With Discussion
198(1)
References
198(7)
9 Positioning Healthcare Services in Competitive Markets
205(22)
Chapter Outline
205(1)
Chapter Outcome
206(1)
Introduction
206(1)
Focus Strategy and Competitive Advantage
206(8)
Internal, Market, and Competitor Analysis
214(3)
Positioning Maps
217(2)
How to Effect Changes in Competitive Positioning
219(2)
Conclusion
221(1)
Review Questions
221(1)
Mini Case Study With Discussion
222(2)
References
224(3)
10 Balancing Healthcare Service Demand and Capacity
227(18)
Chapter Outline
227(1)
Chapter Outcome
228(1)
Introduction
228(1)
Fluctuations in Demand and Healthcare Service Productivity
228(5)
Demand and Capacity of a Healthcare Service Organization
233(1)
Managing Demand Levels and Waiting Times
234(3)
Inventory Holding
237(1)
Inventory Models
237(1)
Managing Perceptions of Waiting Time
238(1)
Conclusion
239(1)
Review Questions
240(1)
Mini Case Study With Discussion
240(1)
References
241(4)
11 Managing Relationships and Building Loyalty in Healthcare Industries
245(20)
Chapter Outline
245(1)
Chapter Outcome
246(1)
Introduction
246(1)
Understanding the Customer-Healthcare Firm Relationship
247(1)
Targeting the Customers
248(2)
Analyzing and Managing Customer Databases
250(1)
Building Customer Loyalty
251(3)
Customer Relationship Management in Healthcare Delivery
254(4)
Conclusion
258(1)
Review Questions
258(1)
Mini Case Study With Discussion
259(1)
References
260(5)
12 Marketing Tool Kit for Healthcare Managers
265(10)
Chapter Outline
265(1)
Chapter Outcome
266(1)
Introduction
266(1)
The Tool Kit
267(6)
Conclusion
273(2)
About the Authors 275
Robert E. Hinson, University of Ghana Business School, North West University School of Business

Ogechi Adeola, Lagos Business School, Pan-Atlantic University, Nigeria

Yam B. Limbu,Montclair State University

Emmanuel Mogaji, University of Greenwich, UK