Marketing Health Services, Fifth Edition.

Intro
Front Matter
Brief Contents
Detailed Contents
Preface to the Fifth Edition
Introduction
Part I - History and Concepts
Chapter 1 - The Origin and Evolution of Marketing
Chapter 2 - Marketing as a Component of Healthcare
Chapter 3 - Basic Marketing Concepts
Chapter 4 - Marketing and the Healthcare Organization
Part II - Healthcare Markets and Products
Chapter 5 - The Nature of Healthcare Markets
Chapter 6 - Healthcare Consumers
Chapter 7 - Healthcare Consumer Behavior
Chapter 8 - Healthcare Products
Chapter 9 - Factors in Health Services Utilization
Part III - Healthcare Marketing Techniques
Chapter 10 - The Changing Environment for Healthcare Marketing
Chapter 11 - Marketing Strategies
Chapter 12 - Health Communication
Chapter 13 - Traditional Marketing Techniques
Chapter 14 - Contemporary Marketing Techniques
Chapter 15 - Social Media and Healthcare Marketing
Part IV - The Marketing Endeavor
Chapter 16 - Marketing Management
Chapter 17 - Marketing Research
Chapter 18 - Marketing Planning
Chapter 19 - Marketing Data
Part V - The Future of Healthcare Marketing
Chapter 20 - A Look Ahead
Glossary
References
Index
About the Author.