Health Care Market Strategy with the Navigate 2 Scenario for Marketing - Hillestad, Steven G.; Berkowitz, Eric N.
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This bundle includes Health Care Market Strategy, Fifth Edition and the Navigate 2 Scenario for Health Care Marketing. Health Care Market Strategy: From Planning to Action, Fifth Edition, a standard reference for nearly 20 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. By putting the concepts learned in introductory marketing courses into action using the authors' own unique model--called the strategy/action match-- you will learn how to determine exactly…mehr

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Produktbeschreibung
This bundle includes Health Care Market Strategy, Fifth Edition and the Navigate 2 Scenario for Health Care Marketing. Health Care Market Strategy: From Planning to Action, Fifth Edition, a standard reference for nearly 20 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. By putting the concepts learned in introductory marketing courses into action using the authors' own unique model--called the strategy/action match-- you will learn how to determine exactly which tactics to employ in each stage of the market. In this new edition, you'll also discover the latest practical applications for strategy development, the marketing planning process, challenges of a competitive marketplace, vision, and other critical aspects of health care marketing. Whether you're a student interested in learning marketing strategy or a working executive seeking additional training in management, this book will teach you what a sound strategy looks like, and the importance of an overall strategy before a marketing plan is created. Through immersive technology and instructional design, the Navigate 2 Scenario for Health Care Marketing creates an environment in which the student assumes the role of a health care marketing consultant at a large Health Care system. Recently Bright Road Health Care System has experienced a downward trend in its number of patients. Consultants have been contracted by the Board to mystery shop their services and understand the patients' experience. A health care marketing consultant is hired to work with different areas of the Health Care System to make marketing recommendations in the areas of differentiation, positioning, customer retention, and market responsiveness.
Autorenporträt
Steven G. Hillestadtrained at the University of Wisconsin (Madison) in both business and public administration. He led marketing efforts at the Fairview System in Minneapolis in the late 1970s, when the first edition of Health Care Market Strategy was published. Until 1998 he led marketing, strategy, acquisitions, and business-development efforts at Abbott Northwestern Hospital, LifeSpan, and Allina Health System, all located in Minneapolis. He has been active in professional organizations and has published frequently. He teaches part-time at the University of Minnesota, co-owns an upscale lodge on the shores of Lake Superior, and provides consultation to organizations involved in health care delivery. Currently, he is working with not-for-profit boards to help them improve performance so that they can achieve their vision. He resides in Minneapolis and Beaver Bay, Minnesota.