| Record ID | marc_columbia/Columbia-extract-20221130-016.mrc:74875138:3903 |
| Source | marc_columbia |
| Download Link | /show-records/marc_columbia/Columbia-extract-20221130-016.mrc:74875138:3903?format=raw |
LEADER: 03903cam a2200433 a 4500
001 7725275
005 20221201023830.0
008 091006t20112011mau 001 0 eng
010 $a 2009039384
020 $a9780763764487 (pbk.)
020 $a0763764485 (pbk.)
024 $a99937063334
035 $a(OCoLC)ocn455157195
035 $a(OCoLC)455157195
035 $a(NNC)7725275
035 $a7725275
040 $aDNLM/DLC$cDLC$dYDX$dNLM$dYDXCP$dOrLoB-B
042 $apcc
043 $an-us---
050 00 $aRA410.56$b.F67 2011
060 10 $aW 74$bF737c 2011
082 00 $a362.1068/8$222
100 1 $aFortenberry, John L.$0http://id.loc.gov/authorities/names/n2002017849
245 10 $aCases in health care marketing /$cJohn L. Fortenberry, Jr.
260 $aSudbury, Mass. :$bJones and Bartlett Publishers,$c[2011], ©2011.
300 $axii, 239 pages ;$c23 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
500 $aIncludes index.
504 $aIncludes bibliographical references and index.
505 00 $gPt. 1.$tProduct, Brand, and Identity Management -- $g1.$tSetting the Stage -- $g2.$tShoring up the Servicescape -- $g3.$tRevitalizing a Brand -- $g4.$tExpectations and Experiences -- $g5.$tThe Gamble -- $g6.$tThe Name Game -- $g7.$tThe Weakest Link -- $gPt. 2.$tMarketing Communications -- $g8.$tMissed Opportunities -- $g9.$tUnanticipated Consequences -- $g10.$tAdvertising Doesn't Work -- $g11.$tThe Perfect Formula -- $g12.$tFinding the Right Mix -- $g13.$tCovert Operations -- $g14.$tForm or Function -- $g15.$tThe Public Relations Disaster -- $g16.$tTragedy of Tragedies -- $gPt. 3.$tMarketing Management -- $g17.$tBattling Pies in the Sky -- $g18.$tEmbracing Missions -- $g19.$tEnough Is Enough -- $g20.$tAll the Wrong Moves -- $g21.$tJust Blame Marketing -- $gPt. 4.$tMarketing Strategy and Planning -- $g22.$tThe Elusive Marketing Culture -- $g23.$tWords and Actions -- $g24.$tThe Onsite Advertising Agent -- $g25.$tMaking the Intangible, Tangible -- $g26.$tOpening Minds -- $g27.$tAdvertising Does Work -- $g28.$tDead Celebrities -- $g29.$tTit-for-Tat -- $gPt. 5.$tConsumer Behavior and Target Marketing -- $g30.$tWinning Over Customers -- $g31.$tTeasing with Price -- $g32.$tStopping Outshopping -- $g33.$tA Few Degrees Off Target -- $g34.$tTake It or Leave It -- $g35.$tThrough Others' Eyes -- $g36.$tThe Scorned Customer -- $gPt. 6.$tEnvironmental Analysis and Competitive Assessment -- $g37.$tChanging Times -- $g38.$tConnecting the Dots -- $g39.$tDefining Competition -- $g40.$tWhen a Rival Fails.
520 1 $a"Cases in Health Care Marketing features 40 case studies that explore real-world scenarios faced by healthcare marketing executives. Divided into six sections, the book covers issues in product, brand, and identity management; marketing communications; marketing management; marketing strategy and planning; consumer behavior and target marketing; and environmental analysis and competitive assessment." "Useful as a stand-alone text or as a complement to any introductory text on healthcare marketing, Cases in Health Care Marketing emphasizes practical applications of marketing theory that will develop the reader's skill set and prepare them for success in the healthcare industry. Meaningful discussion questions at the end of each case foster robust classroom discussion and debate."--BOOK JACKET.
650 0 $aMedical care$zUnited States$xMarketing$vCase studies.
650 0 $aMedical care$xNeeds assessment$zUnited States$vCase studies.
650 12 $aMarketing of Health Services.$0https://id.nlm.nih.gov/mesh/D008389
650 22 $aHealth Services Needs and Demand$xeconomics.$0https://id.nlm.nih.gov/mesh/D006301Q000191
651 2 $aUnited States.$0https://id.nlm.nih.gov/mesh/D014481
655 7 $aCase Reports.$2mesh$0https://id.nlm.nih.gov/mesh/D002363
852 00 $boff,bus$hRA410.56$i.F67 2011