How To Write a Marketing Plan for Health Care Organizations

1. Auflage 1985
ISBN: 978-0-86656-450-2
Verlag: Taylor & Francis Inc

Buch, Englisch, 184 Seiten, Format (B × H): 152 mm x 218 mm, Gewicht: 454 g

A practical guide for developing and writing a strategic marketing plan for health and human service organizations, this comprehensive volume takes professionals through the major steps of the marketing planning process. In addition to a useful overview of the basic marketing components, detailed descriptions of the application of market planning principles to health care organizations are consistently emphasized.

Autoren/Hrsg.

Winston, William

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaftswissenschaften: Allgemeines
• Medizin | Veterinärmedizin Medizin | Public Health | Pharmazie | Zahnmedizin Medizin, Gesundheitswesen

Inhaltsverzeichnis

Contents
Preface - Basic Health Care Marketing Principles - Introduction to Marketing Planning - Organizational Phase: Wetting the Stage with Marketing Missions, Goals, and Objectives - Performing a Marketing Audit of the Health Organization’s Environment - Segmenting and Targeting the Marketplace Positioning the Health Organization into the Minds of the Health Consumers and Providers - Developing Marketing Strategies and Tactics - Organizational, Budgeting, and Control Systems - Condensed Sample Marketing Plan - Appendix A: The Fundamentals of Developing an Effective Advertisement for Health Care Organizations - Appendix B: How to Effectively Use Health Markeitng Consulltants - Appendix C: Using Computers in Health Marketing - Appendix D: Working With the Media

Über Autor(innen)

William J. Winston