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9781284094312

Essentials of Health Care Marketing Fourth Edition by Eric N. Berkowitz

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Author
Eric N. Berkowitz
Edition
4th
Publisher
Jones & Bartlett Learning
ISBN
978-1284094312
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Description

Essentials of Health Care Marketing, Fourth Edition

Author: Eric N. Berkowitz

Edition: 4th Edition

Publisher: Jones & Bartlett Learning

Publication Date: August 15, 2016

ISBN-13: 978-1284124552

As the healthcare industry undergoes significant transformations driven by new laws, policy shifts, and an increasingly informed consumer base, Essentials of Health Care Marketing, Fourth Edition provides a comprehensive foundation in marketing principles specifically tailored for the healthcare sector. This text prepares future administrators to adapt their strategies within a dynamic market, offering a deep dive into how core marketing concepts must evolve in response to unique environmental forces.

This complete curriculum covers essential management tools and techniques, making it an ideal resource for graduate-level courses and advanced undergraduates. The fourth edition includes significant updates to keep pace with the industry:

  • Environmental Analysis: Chapter 3 has been heavily revised to include new healthcare delivery models, increased domestic and foreign competition, and the effects of healthcare reform.
  • Market Exchanges: Chapter 4 now includes detailed discussions regarding health insurance exchanges.
  • System Consolidation: Chapter 10 addresses the increasing trend of healthcare system consolidation and its impact on marketing strategy.

By blending theoretical marketing frameworks with practical application, this edition ensures students understand the complexities of navigating a field where consumer demands and regulatory landscapes are constantly shifting.