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This is the 1st edition with a publication date of 2/1/2010.
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Cases in Health Care Marketing features over 30 case studies that explore real-world scenarios faced by healthcare marketing executives. Divided into seven sections, the book covers issues in product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning. Useful as a stand-alone text or as a complement to any introductory text on healthcare marketing, Cases in Health Care Marketing challenges to reader to resolve the case through a series of questions at the conclusion of each study. Solutions are provided as part of a package of online instructorrs"s materials. Ask your publisherrs"s representative about value bundling options with: bull; Essentials of Health Care Marketing, Second Edition bull; Health Care Marketing: Tools and Techniques, Third Edition