商品簡介
The 40 cases collected here explore scenarios faced by health care marketing executives and demonstrate practical applications of marketing theory in six areas: product, brand, and identity management; marketing communications; marketing management; marketing strategy and planning; consumer behavior and target marketing; and environmental analysis and competitive assessment. Cases cover situations such as the onsite advertising agent, the public relations disaster, and revitalizing a brand. Common themes throughout the cases include the dangers of taking customers for granted and deploying marketing communications without measuring performance. Each case begins with a snapshot of basic facts, characters, and context, and ends with discussion questions. Solutions are provided with instructor materials available online. Fortenberry is chair of the Department of Health Administration and professor of marketing at Louisiana State University-Shreveport. Annotation c2010 Book News, Inc., Portland, OR (booknews.com)
