Colin Gilligan, Robin Lowe

Marketing and Healthcare Organizations (eBook, ePUB)

• Format: ePub

Produktbeschreibung

The need for a more conscious, focused and proactive approach to the management of health-care organizations has increased substantially

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 224
• Erscheinungstermin: 19. April 2018
• Englisch
• ISBN-13: 9781315348889
• Artikelnr.: 54102306

Autorenporträt

Colin Gilligan is Professor of Marketing at Sheffield Business School. He is the author of books on advertising, business decision making, international marketing, marketing for the professions and strategic marketing management and, most recently, strategic planning. Over the past ten years, he has acted as a consultant to a wide variety of organizations, including numerous professional practices.

Robin Lowe is Senior Lecturer in Marketing and Head of the Small Business Research Unit at Sheffield Business School. He has 25 years experience in management and consultancy in both large and small organizations. He is the author of books on international marketing and, with Colin Gilligan, marketing for the professions.

Inhaltsangabe

1. The challenges facing health care organizations 2. So what is
marketing?: (And how can it be applied to the health care sector?) 3.
Developing a customer-centred health care organization: The first few steps
4. Customer satisfaction and the role of marketing information systems and
market research 5. Environmental pressures and the parable of the boiled
frog 6. Planning for success (part one): Assessing your planning skills 7.
Planning for success (part two): Developing the marketing plan 8. Using the
marketing audit to assess the true level of the organization's capability:
revisiting your strengths and weaknesses 9. Developing the health care
marketing mix 10. Setting the standards of customer care: The Blackpool
rock phenomenon 11. Internal marketing, leadership and teamworking:
Fighting the Napoleonic complex 12. Implementing the plan and making things
happen 13. Thornham General Hospital