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Record Nr. |
UNINA9910163945203321 |
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Autore |
Berkowitz Eric N. |
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Titolo |
Essentials of health care marketing / / Eric N. Berkowitz, PhD, MBA, Professor Emeritus, Isenberg School of Management, University of Massachusetts, Amherst, Massachusetts |
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Pubbl/distr/stampa |
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Burlington, Massachusetts : , : Jones & Bartlett Learning, , 2017 |
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©2017 |
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ISBN |
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Edizione |
[Fourth edition.] |
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Descrizione fisica |
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1 online resource (549 pages) : color illustrations, photographs |
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Disciplina |
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Soggetti |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Nota di contenuto |
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The meaning of marketing -- Marketing strategy -- The environment of marketing strategy -- Buyer behavior -- Marketing research -- Market segmentation -- Developing customer loyalty -- Product strategy -- Price -- Distribution -- Promotion -- Advertising -- Sales and sales management -- Controlling and monitoring. |
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