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The healthcare industry continues to undergo enormous changes with new laws and policies, fresh innovations, and an increasingly educated health consumer. As such, healthcare administrators must be prepared to shift their strategies in order to meet the demands of this dynamic market.
Essentials of Health Care Marketing, Third Edition will provide your students with a found..more
Published September 10th 2010 by Jones & Bartlett Publishers (first published November 1st 1995)
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Feb 24, 2013Lara rated it really liked it
This book provides a concise overview of marketing functions and processes with examples from the health care industry. It is highly readable and full of relevant exhibits. The one place I would have appreciated more focus is on the challenges of nonprofit health care organizations and smaller organizations that may not have a marketing or PR department.
Apr 27, 2013Janet added it
I read this for a class called 'Contemporary Health Care Marketing.'
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This book was a million times better than the professor's lectures- which were torturous.
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Dr. Eric N. Berkowitz earned a B.A. from the University of Massachusetts in 1971, a M.B.A. from the University of Massachusetts in 1972 and a Ph.D. from the Ohio State University in 1976.
He is Professor of Marketing Emeritus at the School of Management, The University of Massachusetts at Amherst.
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