rent-now

Rent More, Save More! Use code: ECRENTAL

5% off 1 book, 7% off 2 books, 10% off 3+ books

9780763747992

POD- HEALTH CARE MARKET STRATEGY 3E: FR PLAN TO ACTION

by ;
  • ISBN13:

    9780763747992

  • ISBN10:

    0763747998

  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2003-12-30
  • Publisher: Jones & Bartlett Learning
  • View Upgraded Edition
  • Purchase Benefits
  • Free Shipping Icon Free Shipping On Orders Over $35!
    Your order must be $35 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • eCampus.com Logo Get Rewarded for Ordering Your Textbooks! Enroll Now
  • Write a Review Icon Write a Review
List Price: $250.94 Save up to $0.25
  • Buy New
    $250.69
    Add to Cart Free Shipping Icon Free Shipping

    PRINT ON DEMAND: 2-4 WEEKS. THIS ITEM CANNOT BE CANCELLED OR RETURNED.

Summary

Health Care Market Strategy: From Planning to Action, Third Edition, a standard reference for over ten 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.

Author Biography

Steven G. Hillestad, BA, MA: Adjunct Faculty, Carlson School of Management, University of Minnesota Eric N. Berkowitz, PhD: Professor of Marketing and Associate Dean for Professional Programs, Isenberg School of Management, University of Massachusetts

Table of Contents

Preface xi
About the Authors xv
Acknowledgments xvii
Chapter 1 Strategy Development and the Strategic Mind-Set 1(30)
What Is Strategy?
1(6)
Upsetting and Reestablishing the Competitive Equilibrium
2 (1)
Creating a Difference
3(2)
Steps for Strategy Development
5 (1)
The Possibility of Failure
6(1)
Development of the Strategic Mind-Set
7(22)
Focus on the Customer
7 (4)
Inevitability of Change
11 (1)
Search for a Better Way
11(1)
Decision-Making Role of the Marketplace
12 (1)
Need for a Champion
12 (2)
Trade-Offs in Courses of Action
14 (1)
Market Share as a Benchmark
14 (1)
Force and Focus
15(4)
Unique Selling Proposition (Competitive Advantage)
19(6)
Consumers' Perspective
19(3)
Determinant Attribute
22(1)
Add-Ons
23(1)
Differential Advantage
24(1)
Creating and Minimizing Barriers for Competitors
25 (2)
Diversion and Dissuasion
27(4)
Growth in the Present Market
28(1)
Impact of the Marketing Plan
29 (1)
Summary
29(1)
Notes
30(1)
Chapter 2 Outlining the Marketing Planning Process 31(19)
Resolving the Confusion: Relating the Marketing Plan to the Business Plan to the Strategic Plan
31(4)
Strategic Plan
32(1)
Business Plan
32(3)
Planning Versus Marketing
35(2)
What Is Market-Based Planning?
37(11)
A Market-Based Versus a Nonmarket-Based Approach
38(2)
The Process
40 (8)
Summary
48(1)
Notes
48(2)
Chapter 3 The Challenge of a Competitive Marketplace 50(17)
The External Environment
50(1)
Environmental Trends
51(13)
Changing Demographics
51(3)
Increasing Ethnic and Racial Diversity
51 (2)
Aging of the Population
53(1)
Regulatory Changes
54(3)
The HIPAA Challenge
54 (2)
Ongoing Federal Monitoring
56(1)
The Growing Use of Technology
57 (2)
The Emerging Internet Impact
57 (1)
Clinical Impact
58(1)
The Increase in Competition
59(4)
Shifts in the Corporate Market
63(1)
Summary
64(1)
Notes
64(3)
Chapter 4 Step 1 The Vision Thing 67(14)
Establishing the Context
67(3)
Broad Versus Narrow Strategy Options
70(3)
Strategy as It Relates to Vision and Mission
70 (1)
Strategy as It Relates to Marketing Options
71 (1)
Strategy as It Relates to Target Markets
71 (1)
Strategy as It Relates to Tactics
72(1)
The Difference Between a Vision and a Mission
73(1)
Defining the Vision
74(1)
Defining the Mission
75(3)
Specifying the Goals
78(1)
Summary
79(1)
Vision Statement Checklist
79 (1)
Mission Statement Checklist
80 (1)
Goal Statement Checklist
80(1)
Notes
80(1)
Chapter 5 Step 2 Conducting the Internal/External Assessment 81(41)
The Assessment Process
81 (23)
The Environment
83(2)
The Market and Its Needs
85 (5)
The Competition
90 (6)
Internal Capability
96 (2)
Marketing Activities
98(6)
Products and Services
100(1)
Pricing Strategy
101(1)
Promotional Strategy
101(2)
Distribution Strategy
103(1)
Visual Tools
103(1)
Market Research
104 (15)
Secondary Data
104 (5)
Primary Data
109(13)
Sample
109(5)
Methodology
114(5)
Summary
119(2)
Notes
121(1)
Chapter 6 Step 3 The Strategy/Action Match 122(37)
Perspectives on Strategy
122(8)
Cost Versus Differentiation Strategy
122(1)
Meeting Customer Needs
123 (1)
BCG Matrix
124(2)
General Electric Model
126 (1)
MAC Model
126(4)
Developing the Strategy/Action Match
130(7)
Analysis of Life Cycle
130(5)
An Organization Life Cycle Versus the Marketplace Life Cycle
135(2)
Strategy Options
137 (18)
Go-for-It Strategy
138(5)
Product/Service
139(1)
Price
140(1)
Promotion
140(1)
Price/Promotion Options
141 (1)
Distribution
142(1)
Differentiation Strategy
143 (3)
Product
145(1)
Price
145(1)
Promotion
146 (1)
Distribution
146(1)
Necessity Strategy
146 (3)
Product
148 (1)
Price
148 (1)
Promotion
148 (1)
Distribution
149(1)
Maintenance Strategy
149 (2)
Product
150 (1)
Price
151 (1)
Promotion
151 (1)
Distribution
151(1)
Niche Strategy
151(2)
Harvest Strategy
153(1)
Drop Strategy
153(2)
Setting Marketing Objectives
155(1)
Summary
156(1)
Notes
157(2)
Chapter 7 Step 4 Determining Marketing Actions 159(55)
Devising Tactics
159(2)
Product/Service
161(12)
Evaluating Core Quality
161 (2)
Determining Service Level
163 (1)
Selecting Among New Offerings
164(3)
Modifying Existing Services
167 (1)
Choosing a Branding Strategy
168(4)
Blanket Branding
170(1)
Multibrand Strategy
171(1)
Reseller Strategy
171(1)
Mixed Branding
172(1)
Co-branding
172(1)
Selecting a Program Name
172(1)
Distribution
173(7)
Decision Areas
176 (2)
Controlling the Channel
178(1)
The Changing Nature of Channels
179(1)
Pricing
180(11)
Skim Pricing
181(1)
Penetration Pricing
182(1)
Elasticity Pricing
182(1)
Cost-Plus Pricing and Variable Pricing
182 (1)
Price Bundling
183(1)
Positioning Value of Price
183 (6)
Sensitivity of Price
189(2)
Promotion
191(22)
How Promotion Works
191 (2)
Positioning Value of Promotion
193 (1)
Advertising
194(11)
Advertising Issues: Copy Testing and Media Selection
194(6)
Setting Advertising Objectives and Measuring Results
200(1)
Setting the Budget
201(3)
Conditions for Effective Advertising
204(1)
Checklist for an Advertising Campaign
204 (1)
Sales
205(3)
The Value of Sales
205(1)
Size of the Sales Force
206(2)
Compensation for the Sales Force
208 (1)
Advertising/Sales Trade-Off
208(5)
Summary
213(1)
Notes
213(1)
Chapter 8 Step 5 Integration of the Marketing Plan 214(8)
The Necessity of Integration
214(1)
Integration of Plans with Other Management Functions
215 (4)
Integration with Operations
216 (1)
Integration with Personnel
217 (1)
Integrations with Finance
218(1)
Integration within the Organization's Portfolio
219(2)
Summary
221(1)
Chapter 9 Step 6 The Approval and Monitoring Process 222(13)
An End and A Beginning
222(1)
Establishing Guidelines for Selecting Among Alternative Plans
222(7)
Return on Equity
225 (1)
Margin
225 (1)
Volume of Sales
225 (1)
Return on Sales
226 (1)
Existing Competition
227 (1)
Technical Protection
227(1)
Additional Factors in the Analysis
228(1)
Monitoring Systems
229(4)
The Need for Contingency Plans
233 (1)
Planning for Next Year
233 (1)
Summary
234(1)
Notes
234(1)
Chapter 10 Conclusion 235(12)
Strategy Versus Tactics
235(1)
Planning Issues
236(6)
Assumed Assumptions
237 (1)
Expect the Unexpected
238 (2)
Limit Initiatives
240(1)
Marketing as a Team Player
241(1)
The Future of Strategy and Marketing
242 (4)
Be the Voice of the Market
244(1)
Earned Role Versus Assigned Role
244 (1)
Accountability
244(1)
Be Bold and Have Ideas
245(1)
Notes
246(1)
Appendix A Consolidation of Key Questions Used in Conducting an Internal/External Analysis 247(7)
The Environment and the Market
247 (1)
The Competitive Environment
248 (1)
Internal Capability
249 (1)
Marketing Activities
250 (1)
Products and Services
251(1)
Pricing Strategy
251 (1)
Promotional Strategy
252 (1)
Distribution Strategy
253 (1)
Conclusion
253(1)
Appendix B Marketing Plan Summary 254(2)
Appendix C Sample Marketing Plan 256(15)
Situation
256(1)
Greentree
257(1)
Overview of Metz Clinic Plan
258(13)
Index 271

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Rewards Program