Healthcare institution marketing

Author: Ding Guilan
Publisher:
Publish Date: 2005-02-01
Features: This book starts from the reality of China's healthcare system reform, discussing its historical background and its impact on healthcare institution marketing. It covers the classification management of healthcare institutions, the sources of marketing theories, the rise and characteristics of healthcare marketing, the causes and solutions of doctor-patient relationships, marketing strategies and tactics for healthcare institutions at the current stage, and ethical issues in healthcare marketing. The book also conducts a comparative study of general issues in healthcare marketing between China and the United States. This book can serve as a reference for management and marketing professionals, researchers, textbook for medical management students, and is suitable for healthcare marketing managers, marketing students, and consulting firms.