Innovations in hospital marketing

著者

書誌事項

Innovations in hospital marketing

William J. Winston, editor

Haworth Press, c1984

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注記

Published also as v. 2, no. 1, fall 1984 of the Health marketing quarterly

Includes bibliographies

内容説明・目次

内容説明

This groundbreaking volume explores every facet of marketing for hospitals. Experienced practitioners and marketing educators show you how to improve your current program with tips and insights that would normally take years to acquire!

目次

Contents Preface Why Do the Majority of Marketing Programs in Hospitals Fail? Part I: Marketing Policy and Planning Public Policy and Hospital Marketing Strategic Planning in Hospitals: Winning the War for Survival Part II: The Four Ps of Hospital Marketing--Product, Price, Place, and Promotion Product Integrity: The Missing Link in a Hospital's Marketing Process Price--A Primer on the 2nd "P" for Hospital Marketers Environmental Design Can Strengthen a Hospital's Marketing Campaign Renovated Hospital Building Provides Housing Alternative for the Elderly "The Bottom Line on Advertising" Keynote Speech At: A One-Day Conference Sponsored by The Hospital Counsel of Northern California and The Hosptial Public Relations Association of Northern California Minimizing Advertising Risks The Making of a Logo: Scott and White Develops a New Look Part III: Marketing Research, Segmentation, and Targeting Using Marketing Research to Estimate Market Potential and Feasibility: The Case of Hospital Child Care Centers as a Nurse Recruiting Tool Benefit Segmentation: A Marketing Tool for Enhancing the Physician Recruitment Process for Hospitals Segmentation Bases of the Elderly Health Care Consumer

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