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.