Table, Figures, and Exhibits.
Preface.
Acknowledgments.
The Authors.
PART ONE: UNDERSTANDING THE HEALTH CARE SYSTEM AND THE ROLE OF MARKETING.
Chapter One: The Role of Marketing in Health Care Organizations.
Chapter Two: Defining the Health Care System and Its Trade-offs.
Chapter Three: The Health Care Industry and Marketing Environment.
Chapter Four: Determinants of the Utilization of Health Care Services.
PART TWO: ANALYZING THE MARKET.
Chapter Five: Strategy and Market Planning.
Chapter Six: How Health Care Buyers Make Choices.
Chapter Seven: Using Market Information Systems and Marketing Research.
Chapter Eight: Market Segmentation, Targeting, Positioning, and Competition.
PART THREE: APPLYING THE MARKETING MIX.
Chapter Nine: Shaping and Managing Product and Service Offerings.
Chapter Ten: Developing and Branding New Offerings.
Chapter Eleven: Pricing Strategies and Decisions in Health Care.
Chapter Twelve: Designing and Managing Health Care Marketing Channels.
Chapter Thirteen: Designing and Managing Integrated Marketing Communications.
Chapter Fourteen: Personal Marketing Communications: Word-of-Mouth, Sales, and Direct Marketing.
PART FOUR: IMPLEMENTING AND CONTROLLING THE MARKETING EFFORT.
Chapter Fifteen: Organizing, Implementing, and Controlling Marketing.
Glossary.
Notes.
Index.