Essentials of Health Care Marketing Fifth Edition (5th ed/5e)

Essentials of Health Care Marketing, Fifth Edition provides students with a foundational knowledge of the principles of marketing and their particular application in health care. Offering an engaging and accessible approach, the Fifth Edition of this highly current text offers new or expanded content on social media and digital marketing, a thorough consideration of ethics, the impact of technology on marketing and health care, and additional multimedia to add relevance and further engage students. New to the Fifth Edition: – New chapter on Marketing in the Digital Age discusses new disruptive competitors in health care, digital influences along the stages of the patient journey, the Internet of Things (IoT) and its effect on marketing, and more. – Sixteen new cases highlight the impact of COVID-19, the marketing of the patient portal, the impact of mergers in health care on organizational culture, social media influences, and related current topics. – Links in every chapter connect students to valuable digital resources, including video and web links that illuminate chapter concepts and provide a basis for classroom discussion. – New & expanded discussion of technology throughout the text, including the use of artificial Intelligence (AI), big data, and virtual focus groups in market research; OTT distribution models such as Apple TX and Roku in advertising, and how technology impacts aging place for growing senior demographic. – Significantly enhanced discussion of transparency in government, consumer, and corporate responses around price, including a new section on value-based payment models. – New capstone chapter (16) on ethical considerations in marketing covers areas of topical interest and debate in health care marketing.

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Essentials of Health Care Marketing Fifth Edition (5th ed/5e) by Eric N. Berkowitz (Author)

  • Publisher ‏ : ‎ Jones & Bartlett Learning; 5th edition (April 5, 2021)
  • Language ‏ : ‎ English
  • ISBN-10 ‏ : ‎ 1284200159
  • ISBN-13 ‏ : ‎ 978-1284200157

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About the Author

Dr. Berkowitz has consulted frequently on marketing and marketing research for a wide range of health care organizations. A frequent speaker for medical staff meetings and retreats, Dr. Berkowitz also serves as a core faculty member for the American College of Physician Executives. Dr. Berkowitz also has been a frequent speaker at meetings of the Medical Group Management Association, the American Hospital Association, and the Association of Community Cancer Centers among others. Dr. Berkowitz has taught in the Executive Management Programs of the University of Minnesota, Health Systems Management Center at Case Western Reserve University, Carnegie Mellon University and for the University of Connecticut. Professor Berkowitz has published extensively in both marketing and health care. He is an author of six books; Essentials of Health Care Marketing (Jones and Bartlett, 2006, 1996); Marketing (Richard D. Irwin, 7th ed., 2002);Marketing in Canada (Richard D. Irwin, 5th ed.); Health Care Marketing Plans: From Strategy to Action (Jones and Bartlett 3rd ed., 2004); Strategic Planning inHealth Care Management: Marketing and Finance Perspectives (Aspen 1981); Health Care Market Research (Richard D. Irwin, 1997). Dr. Berkowitz is a past editor of the Journal of Health Care Marketing. He also served as Chairperson of the Alliance for Health Care Strategy and Marketing. Eric also served as the Editor of Trend Watch. Professor Berkowitz is listed in Who’s Who in American Industry and Finance, Who’s Who in Education, 6th ed (2004-2005), and Who’s Who Among Emerging Leaders. In 1985 Dr. Berkowitz was named an honorary member of the American College of Physician Executives. In 1988 Professor Berkowitz received the Frank J, Weaver Leadership Award from the Alliance for Healthcare Strategy and Marketing for his contributions to the advancement of healthcare marketing.
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