Marketing and Healthcare Organizations: 1st Edition (Paperback) book cover

Marketing and Healthcare Organizations

1st Edition

By Colin Gilligan, Robin Lowe

CRC Press

224 pages

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Paperback: 9781857751901
pub: 1995-09-04
$39.95
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eBook (VitalSource) : 9781315382593
pub: 2018-04-19
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Description

The need for a more conscious, focused and proactive approach to the management of health-care organizations has increased substantially. One consequence of this is that health-care managers are having to look at managerial approaches and techniques that previously were the province of the private sector. Prominent among those is the whole area of marketing. This work takes a broad approach to the marketing process, highlighting some of the challenges that health-care managers and medical professionals are having to face. Having done this, the authors move on to examine some of the characteristics of good and bad management practice. It is against this background that, in subsequent chapters, they turn their attention to the question of marketing and how it might best contribute to the management of organizations throughout the health sector. Each chapter includes questions and checklists offering scope for applying marketing principles to primary and secondary health-care organizations of all types, sizes and specialities.

Subject Categories

BISAC Subject Codes/Headings:
BUS070080
BUSINESS & ECONOMICS / Industries / Service Industries
MED000000
MEDICAL / General
MED002000
MEDICAL / Administration