More Information About this Text

The healthcare industry continues to undergo enormous changes with new laws and policies, fresh innovations, and an increasingly educated health consumer. As such, healthcare administrators must be prepared to shift their strategies in order to meet the demands of this dynamic market. Essentials of Health Care Marketing, Third Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market.

The new Third Edition is a thorough update of the major environmental changes in health care as they relate to the key areas of marketing. These aspects are most significant in several major chapters within this text as a result of increasing developments in health care strategies in terms of web 2.0, distribution, health insurance changes and the issue of value to the customer and the implication for marketing. Changes in quality and safety initiatives, demographic changes, regulatory shifts; and global competition are thoroughly covered.

This complete curriculum of marketing management tools and techniques is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation.

Thoroughly Updated Instructor Resources:

  • Over 1,000 Test Bank Questions with page references
  • PowerPoint slides with talking points
  • 8 Case Studies
  • Answers to End of Chapter Questions

A complete package of supplemental resources for students are also available on this site. Click the links at left to gain access to these materials.

Student Resources

Animated Flashcards
The Animated Flashcards will guide you through the key definitions vital to your understanding important topics.

Interactive Glossary
The Interactive Glossary allows you to instantly view definitions of key terms from the book. You can search by keyword, browse alphabetically, or browse by chapter.

Chapter Problems
These quizzes test your knowledge of the important concepts in each chapter.

Matching Exercises
Use the Matching Exercises to evaluate your understanding of each chapter's content.

Crossword Puzzles
Crossword Puzzles provide a fun and interactive overview of each chapter. Students, fill in the crossword puzzle based on material you've studied in each chapter.

Web Links
Web Links can be used to research additional information on selected topics discussed in your textbook.