02054nam 2200553Ia 450 991080972490332120200520144314.01-56793-322-X(CKB)2470000000001236(CtWfDGI)bkb00026352(SSID)ssj0000377068(PQKBManifestationID)11251958(PQKBTitleCode)TC0000377068(PQKBWorkID)10337480(PQKB)11298775(MiAaPQ)EBC3301764(Au-PeEL)EBL3301764(CaPaEBR)ebr10251374(OCoLC)427864566(EXLCZ)99247000000000123620070104d2007 uy 0engurzn||||||txtccrMarketing matters a guide for health care executives /Richard K. Thomas, Michael CalhounChicago, IL Health Administration Pressc2007xv, 151 pACHE Management seriesTitle from title screen.1-56793-276-2 Includes bibliographical references.Intro -- Contents -- Foreword -- Preface -- Acknowledgments -- An Introduction to Healthcare Marketing -- The Marketing Process -- Marketing Research and Planning -- The Dollars and Sense of Marketing -- Market Positioning and Strategy Development -- The Promotional Toolbox -- The Changing Marketing Paradigm -- Measuring the Effectiveness of Marketing -- Healthcare Marketing: A Survival Strategy -- About the Authors.Management series (Ann Arbor, Mich.)Hospital careMarketingMedical careMarketingHospital careMarketing.Medical careMarketing.362.1068/8Thomas Richard K.1944-1110364Calhoun Michael1949-1690209MiAaPQMiAaPQMiAaPQBOOK9910809724903321Marketing matters4065793UNINA