Health Care Market Strategy - 9780763789282

Hillestad (public health, U. of Minnesota, Minneapolis) and Berkowitz (marketing, U. of Massachusetts, Amherst) present an updated text for managers in diverse organizations, from hospitals to doctors' offices, blood banks, organ donor programs, rural healthcare co-ops, and weight-loss services. Their practical, step-by-step model links strategic thinking to appropriate market tactics; individuals who have read an introductory textbook on marketing or strategic management will find the book particularly useful in determining the next steps to take. The fourth edition provides new tools to help organizations have robust and honest discussion about their position within the competitive marketplace; clarifies relationships among a healthcare organization's managers and between those managers and strategic planners and marketing staff, to avoid conflict and facilitate effective teamwork; and features expanded discussion of how strategy, business plans, and marketing relate. Annotation ©2013 Book News, Inc., Portland, OR (booknews.com)