Marketing in Healthcare-Related Industries

Robert E. Hinson, University of Ghana Business School, North West University School of BusinessOgechi Adeola, Lagos Business School, Pan-Atlantic University, NigeriaYam B. Limbu,Montclair State UniversityEmmanuel Mogaji, University of Greenwich, UK

• Foreword.Preface.Chapter 1.An Introduction to Marketing in Healthcare.Chapter 2.Services Marketing as the Bedrock of Healthcare Marketing.Chapter 3.The Evolving Societal and Healthcare Context.Chapter 4.Public Sector Marketing in Healthcare.Chapter 5.Strategic Planning in Healthcare Marketing.Chapter 6.Managing Innovation in Healthcare Institutions.Chapter 7.Healthcare Stakeholders.Chapter 8.Consumer Behavior in Healthcare Service Encounters.Chapter 9.Positioning Healthcare Services in Competitive Markets.Chapter 10.Balancing Healthcare Service Demand and Capacity.Chapter 11.Managing Relationships and Building Loyalty in Healthcare Industries.Chapter 12.Marketing Tool Kit for Healthcare Managers.About the Authors.

Marketing in Healthcare-Related Industries is a timely book as the healthcare industry grows more customer-focused and faces increasing pressure to deliver high-quality service at more affordable costs. This book will serve as a roadmap for practitioners as it synthesizes insights from many marketing researchers into useful and actionable advice. It should also help students easily master the application of marketing principles to the healthcare industry with tools like review questions at the end of each chapter and mini-cases to apply marketing concepts."" -Dr. Bruce A. Huhmann, Department Chair and Professor of Marketing,Virginia Commonwealth University""Marketing In Healthcare-related Industries could not have come at a better time. Just as theepidemiological and demographic transitions have changed the cycle of planning, resource allocation, delivering, monitoring and evaluating healthcare (especially in developing countries), shrinking domesticand donor resources for health, and ambitious agendas like the Universal Health Coverage 2030 Agenda, make it imperative that healthcare providers do more with less. This book provides a clear road map to a MARKETING TRANSITION, which links healthcare and marketing in a way hitherto not so clearly outlined. The Toolkit will be a valuable tool for undergraduate and graduate students in healthcare provision, as well as health practitioners who have traditionally not been trained in this area. I commend it highly as a must-read book in this area."" -Dr. Victor Asare Bampoe - Former Deputy Minister of Health, Ghana and currently Director & Coordinator, Global Financing & Technical Support, Joint United Nation Programme on HIV&AIDS, Geneva""A truly remarkable scholarly work of our time. An easy-to-read and insightful book that captivates the reader, whether practitioner or student."" -Dr. Abigail Mensah - Korle-Bu Teaching Hospital, Ghana""This book is well-written, easy-to-understand, and very up-to-date in its approach to marketing in healthcare-related industries. It is useful for undergraduate and graduate students as well as healthcare practitioners.""- Dr. Gouher Ahmed, Professor of Strategic Leadership & International Business, Skyline University College, UAE