Responsive healthcare : marketing for a public service
著者
書誌事項
Responsive healthcare : marketing for a public service
（Health services management）
Open University Press, 2002
- : pbk
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注記
Includes bibliographical references (p. [229]-240) and index
内容説明・目次
内容説明
* How should marketing be carried out by publicly-funded health services?
* How must conventional marketing techniques be altered for this purpose?
* What lessons can be drawn from practical attempts to market healthcare to date?
This comprehensive book covers all main aspects of marketing and describes how conventional marketing methods can be adapted for use in healthcare and publicly-funded systems responsible for health promotion and health service planning. Written for busy health service managers and clinical professionals, the book shows how successful marketing can be put into practice. The material is organized according to the different type of marketing task found in health systems: healthcare purchasing, health promotion, public hospital provision, primary care and consumer research. Responsive Healthcare focuses mainly on the British health system and its recent reforms, but the general themes and lessons to be learned are applicable to most health systems and the book will be of interest to health service managers and clinicians worldwide.
目次
Series editor's preface
Health services, public management and users
Marketing
for, against and beyond
Marketing for healthcare commissioners
Anti-marketing for health promotion
Marketing in primary healthcare
Marketing for secondary healthcare providers
Quality management and clinical governance
Consumer research in health services
Marketing in a postmarket system
References
Index.
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