000			03144nam a22004095i 4500
001			978-0-387-73606-8
003			DE-He213
005			20250710084017.0
007			cr nn 008mamaa
008			100301s2008 xxu| s |||| 0|eng d
020			_a9780387736068 _a99780387736068
024	7		_a10.1007/978-0-387-73606-8 _2doi
082	0	4	_a613 _223
082	0	4	_a614 _223
100	1		_aThomas, Richard K. _eauthor.
245	1	0	_aHealth Services Marketing _h[recurso electrónico] : _bA Practitioner's Guide / _cby Richard K. Thomas.
264		1	_aNew York, NY : _bSpringer New York, _c2008.
300			_bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_arecurso en línea _bcr _2rdacarrier
347			_atext file _bPDF _2rda
505	0		_ato Healthcare Marketing -- The Basics of Marketing -- The Marketing Process -- Marketing Research -- Marketing Planning -- Healthcare Products and Customers -- Paying the Marketing Freight -- Market Positioning and Strategy Development -- Choosing Among Promotional Options -- Social Marketing -- The New Healthcare Marketing -- Measuring the Effectiveness of Marketing -- How to Be a Healthcare Marketing "Hero".
520			_aFor today's health care professional, clinical expertise is not enough-one has to know the market. Even when a facility has its own marketing department, practitioners are regularly called on for their input. Health Services Marketing: A Practitioner's Guide clearly and succinctly explains the range of marketing activities and techniques, from promotions to pricing, so any health professional can learn to navigate this bewildering but increasingly important aspect of healthcare. Richard Thomas' step-by-step guide for developing a marketing plan and carrying out a successful campaign offers a hands-on approach to proven methods for staying a step ahead of the healthcare marketing game: The health industry as seen from the marketing perspective. Healthcare products, and the consumers who need them. What marketing can (and can't) do for a medical practice. Demographics and beyond: how social marketing works. Where your marketing dollar goes: staying on budget. Market positioning: knowing the competition, building the strategy. Evaluating a marketing plan's effectiveness. Plus dozens of forms, checklists, and questionnaires to simplify the process. Useful to practitioners and administrators alike, and equally suited to the for-profit as to the non-profit organization, Health Services Marketing gives the reader valuable tools to reach out to consumers and build lasting relationships.
650		0	_aMEDICINE.
650		0	_aPRACTICE OF MEDICINE.
650	1	4	_aMEDICINE & PUBLIC HEALTH.
650	2	4	_aPUBLIC HEALTH/GESUNDHEITSWESEN.
650	2	4	_aHEALTH ADMINISTRATION.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9780387736044
856	4	0	_uhttp://dx.doi.org/10.1007/978-0-387-73606-8 _zVer el texto completo en las instalaciones del CICY
912			_aZDB-2-SME
942			_2ddc _cER
999			_c58483 _d58483