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.
Biography
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.
