Instructor Manual For Essentials of Health Care Marketing Fourth Edition Eric N. Berkowitz

Description

• Part  I  The Marketing Process
• Chapter  1  The Meaning of Marketing
• Chapter  2  Marketing Strategy
• Chapter  3  The Environment of Marketing Strategy
• Part  II  Understanding the Consumer
• Chapter  4  Buyer Behavior
• Chapter  5  Marketing Research
• Chapter  6  Market Segmentation
• Chapter  7  Developing Customer Loyalty
• Part  III  The Marketing Mix
• Chapter  8  Product Strategy
• Chapter  9  Price
• Chapter  10  Distribution
• Chapter  11  Promotion
• Chapter  12  Advertising
• Chapter  13  Sales and Sales Management
• Chapter  14  Controlling and Monitoring
• Appendix  A  A Sample Business Planning Manual
• Appendix  B  Glossary