Cases in Health Care Marketing

by Fortenberry Jr., John L.

• ISBN13: 9780763764487
• ISBN10: 0763764485
• Edition: 1st
• Format: Paperback
• Copyright: 2010-03-12
• Publisher: INGRAM

Summary

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

Table of Contents

PartI Product, Brand & Identity Management
Chapter1 Setting the Stage
Chapter2 Shoring up the Servicescape
Chapter3 Revitalizing a Brand
Chapter4 Expectations and Experiences
Chapter5 The Gamble
Chapter6 The Name Game
Chapter7 The Weakest Link
PartII Marketing Communications
Chapter8 Missed Opportunities
Chapter9 Unanticipated Consequences
Chapter10 Advertising Doesn’t Work
Chapter11 The Perfect Formula
Chapter12 Finding the Right Mix
Chapter13 Covert Operations
Chapter14 Form or Function
Chapter15 The Public Relations Disaster
Chapter16 Tragedy of Tragedies
PartIII Marketing Management
Chapter17 Battling Pies in the Sky
Chapter18 Embracing Missions
Chapter19 Enough is Enough
Chapter20 All the Wrong Moves
Chapter21 Just Blame Marketing
PartIV Marketing Strategy & Planning
Chapter22 The Elusive Marketing Culture
Chapter23 Words and Actions
Chapter24 The Onsite Advertising Agent
Chapter25 Making the Intangible, Tangible
Chapter26 Opening Minds
Chapter27 Advertising Does Work
Chapter28 Dead Celebrities
Chapter29 Tit-for-Tat
PartV Consumer Behavior & Target Marketing
Chapter30 Winning over Customers
Chapter31 Teasing with Price
Chapter32 Stopping Outshopping
Chapter33 A Few Degrees off Target
Chapter34 Take it or Leave It
Chapter35 Through Others’ Eyes
Chapter36 The Scorned Customer
PartVI Environmental Analysis & Competitive Assessment
Chapter37 Changing Times
Chapter38 Connecting the Dots
Chapter39 Defining Competition
Chapter40 When a Rival Fails
SectionGlossary