New Techniques for Brand Management in the Healthcare Sector

New Techniques for Brand Management in the Healthcare Sector

Author: Borges, Ana Pinto

Publisher: IGI Global

Published: 2021-01-29

Total Pages: 244

ISBN-13: 1799830365

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Irrespective of the legal sphere and type of care (primary, secondary, and continuing), providers must ensure that users receive quality healthcare through the efficient use of resources, responsiveness, affordability, and the equal treatment of patients. Management and marketing have been playing an important role in this sector with the importance of branding growing in the healthcare market. The chance for brand in healthcare is determined by the challenges to increase and improve consumer choice. That's something to which providers and health systems, in general, have not been familiarized. New Techniques for Brand Management in the Healthcare Sector is a critical research publication that explores the diffusion of new marketing knowledge, tendencies, and qualitative and quantitative methods for brand management in the private, public, and social health sectors and examines the movement from healthcare as a priceless commodity to one that can be, and is, commodified. Highlighting topics such as e-health, medical tourism, and brand management, this publication is essential for hospital directors, marketers, advertisers, promotion coordinators, brand managers, product specialists, academicians, healthcare professionals, brand strategists, policymakers, researchers, and students.


Book Synopsis New Techniques for Brand Management in the Healthcare Sector by : Borges, Ana Pinto

Download or read book New Techniques for Brand Management in the Healthcare Sector written by Borges, Ana Pinto and published by IGI Global. This book was released on 2021-01-29 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: Irrespective of the legal sphere and type of care (primary, secondary, and continuing), providers must ensure that users receive quality healthcare through the efficient use of resources, responsiveness, affordability, and the equal treatment of patients. Management and marketing have been playing an important role in this sector with the importance of branding growing in the healthcare market. The chance for brand in healthcare is determined by the challenges to increase and improve consumer choice. That's something to which providers and health systems, in general, have not been familiarized. New Techniques for Brand Management in the Healthcare Sector is a critical research publication that explores the diffusion of new marketing knowledge, tendencies, and qualitative and quantitative methods for brand management in the private, public, and social health sectors and examines the movement from healthcare as a priceless commodity to one that can be, and is, commodified. Highlighting topics such as e-health, medical tourism, and brand management, this publication is essential for hospital directors, marketers, advertisers, promotion coordinators, brand managers, product specialists, academicians, healthcare professionals, brand strategists, policymakers, researchers, and students.

Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector

Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector

Author: Santos, José Duarte

Publisher: IGI Global

Published: 2021-06-25

Total Pages: 355

ISBN-13: 1799872645

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The healthcare sector has never been under as much pressure as it is today. This pressure has motivated organizations to reinvent themselves, forcing management and marketing to take a more active role. Due to this reinvention, organizations must incorporate a stronger culture of management and marketing orientation that allows companies to define their course, optimize their resources, communicate with their stakeholders more efficiently, and encourage customers to become more involved with the company. This need is particularly urgent in the healthcare sector, as its weight in the economy has grown recently and it must prepare for economic recovery. Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector provides knowledge and skills to apply management and marketing on strategic, tactical, and operational aspects with an emphasis on the healthcare industry. Various aspects of management and marketing, such as operations management, quality management, human resources, brand management, and digital marketing, are discussed. The book is ideal for management and marketing academics, their students (undergraduate/graduate programs), researchers, managers, advertisers, healthcare organizations, hospital boards, pharmaceutical representatives, and marketers who need to optimize the potential of management marketing applied in the healthcare industry.


Book Synopsis Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector by : Santos, José Duarte

Download or read book Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector written by Santos, José Duarte and published by IGI Global. This book was released on 2021-06-25 with total page 355 pages. Available in PDF, EPUB and Kindle. Book excerpt: The healthcare sector has never been under as much pressure as it is today. This pressure has motivated organizations to reinvent themselves, forcing management and marketing to take a more active role. Due to this reinvention, organizations must incorporate a stronger culture of management and marketing orientation that allows companies to define their course, optimize their resources, communicate with their stakeholders more efficiently, and encourage customers to become more involved with the company. This need is particularly urgent in the healthcare sector, as its weight in the economy has grown recently and it must prepare for economic recovery. Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector provides knowledge and skills to apply management and marketing on strategic, tactical, and operational aspects with an emphasis on the healthcare industry. Various aspects of management and marketing, such as operations management, quality management, human resources, brand management, and digital marketing, are discussed. The book is ideal for management and marketing academics, their students (undergraduate/graduate programs), researchers, managers, advertisers, healthcare organizations, hospital boards, pharmaceutical representatives, and marketers who need to optimize the potential of management marketing applied in the healthcare industry.

Health Care Market Strategy

Health Care Market Strategy

Author: Steven G. Hillestad

Publisher: Jones & Bartlett Publishers

Published: 2013

Total Pages: 377

ISBN-13: 0763789283

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Health Care Market Strategy: From Planning to Action, Fourth Edition, a standard reference for over 15 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. Put the concepts you learned in introductory marketing courses into action using the authors' own unique model--called the strategy/action match--from which you will learn how to determine exactly which tactics to employ in a variety of settings. In this new edition, you'll also discover the latest practical applications for strategy development, the marketing planning process, challenges of a competitive marketplace, vision, and other critical aspects of health care marketing. The Fourth Edition also examines new health care delivery models, increasing competition, foreign competitors, and health care reform. Students will come away with a clear understanding of the link between the board room and its connection to tactics in the marketing division. The authors provide models and methods to help organizations discuss and create clear and precise visions for their organizations. The new edition also includes expanded Appendices that present a clear picture of what a typical market plan should look like.


Book Synopsis Health Care Market Strategy by : Steven G. Hillestad

Download or read book Health Care Market Strategy written by Steven G. Hillestad and published by Jones & Bartlett Publishers. This book was released on 2013 with total page 377 pages. Available in PDF, EPUB and Kindle. Book excerpt: Health Care Market Strategy: From Planning to Action, Fourth Edition, a standard reference for over 15 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. Put the concepts you learned in introductory marketing courses into action using the authors' own unique model--called the strategy/action match--from which you will learn how to determine exactly which tactics to employ in a variety of settings. In this new edition, you'll also discover the latest practical applications for strategy development, the marketing planning process, challenges of a competitive marketplace, vision, and other critical aspects of health care marketing. The Fourth Edition also examines new health care delivery models, increasing competition, foreign competitors, and health care reform. Students will come away with a clear understanding of the link between the board room and its connection to tactics in the marketing division. The authors provide models and methods to help organizations discuss and create clear and precise visions for their organizations. The new edition also includes expanded Appendices that present a clear picture of what a typical market plan should look like.

Health Care Marketing

Health Care Marketing

Author: John L. Fortenberry

Publisher: Jones & Bartlett Learning

Published: 2010

Total Pages: 337

ISBN-13: 0763763276

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Written from the perspective of the healthcare marketing professional, Health Care Marketing: Tools and Techniques presents a series of 39 essential marketing tools and demonstrates their application in the health care environment.Ideal for undergraduate and graduate courses in health care marketing or health care strategy, the tools cover a broad spectrum of topics including product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.Each chapter focuses on a specific marketing tool and can be read as stand-alone presentation of the topic. Step-by-step guidelines take the reader through techniques that range from time-tested marketing classics to new models that will undoubtedly become classics in time.


Book Synopsis Health Care Marketing by : John L. Fortenberry

Download or read book Health Care Marketing written by John L. Fortenberry and published by Jones & Bartlett Learning. This book was released on 2010 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written from the perspective of the healthcare marketing professional, Health Care Marketing: Tools and Techniques presents a series of 39 essential marketing tools and demonstrates their application in the health care environment.Ideal for undergraduate and graduate courses in health care marketing or health care strategy, the tools cover a broad spectrum of topics including product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.Each chapter focuses on a specific marketing tool and can be read as stand-alone presentation of the topic. Step-by-step guidelines take the reader through techniques that range from time-tested marketing classics to new models that will undoubtedly become classics in time.

Strategic Marketing For Health Care Organizations

Strategic Marketing For Health Care Organizations

Author: Philip Kotler

Publisher: John Wiley & Sons

Published: 2020-12-29

Total Pages: 416

ISBN-13: 1118448413

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A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience. Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants. The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing – with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises.


Book Synopsis Strategic Marketing For Health Care Organizations by : Philip Kotler

Download or read book Strategic Marketing For Health Care Organizations written by Philip Kotler and published by John Wiley & Sons. This book was released on 2020-12-29 with total page 416 pages. Available in PDF, EPUB and Kindle. Book excerpt: A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience. Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants. The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing – with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises.

Strategic Marketing For Health Care Organizations

Strategic Marketing For Health Care Organizations

Author: Philip Kotler

Publisher: John Wiley & Sons

Published: 2008-05-09

Total Pages: 576

ISBN-13: 0787984965

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This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.


Book Synopsis Strategic Marketing For Health Care Organizations by : Philip Kotler

Download or read book Strategic Marketing For Health Care Organizations written by Philip Kotler and published by John Wiley & Sons. This book was released on 2008-05-09 with total page 576 pages. Available in PDF, EPUB and Kindle. Book excerpt: This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.

Operations and Supply Chain Management in the Food Industry

Operations and Supply Chain Management in the Food Industry

Author: Rahul S Mor

Publisher: Springer Nature

Published: 2022-02-23

Total Pages: 202

ISBN-13: 9811655553

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This book offers effective and competitive food supply chains that are the consequence of technological innovation, collaboration, small agri-food business cases, entrepreneurial opportunities, cold chain technology management, disruptive technologies, and performance assessment through empirical analysis, case studies, and multimethod research in the food industry. The book comprehensively covers different interfaces of the food supply chain including procurement, processing, distribution, consumer, i.e., farm to fork. It provides solutions to various challenges such as globalization, food recalls, technological innovations, and consumer trust. This book will be of interest to researchers in the areas of the food supply chain, operations management, industrial engineering as well as professionals in the agri-food and allied industry.


Book Synopsis Operations and Supply Chain Management in the Food Industry by : Rahul S Mor

Download or read book Operations and Supply Chain Management in the Food Industry written by Rahul S Mor and published by Springer Nature. This book was released on 2022-02-23 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers effective and competitive food supply chains that are the consequence of technological innovation, collaboration, small agri-food business cases, entrepreneurial opportunities, cold chain technology management, disruptive technologies, and performance assessment through empirical analysis, case studies, and multimethod research in the food industry. The book comprehensively covers different interfaces of the food supply chain including procurement, processing, distribution, consumer, i.e., farm to fork. It provides solutions to various challenges such as globalization, food recalls, technological innovations, and consumer trust. This book will be of interest to researchers in the areas of the food supply chain, operations management, industrial engineering as well as professionals in the agri-food and allied industry.

Building Consumer-Brand Relationship in Luxury Brand Management

Building Consumer-Brand Relationship in Luxury Brand Management

Author: Rodrigues, Paula

Publisher: IGI Global

Published: 2020-10-23

Total Pages: 318

ISBN-13: 179984370X

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Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers of luxury brands. Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.


Book Synopsis Building Consumer-Brand Relationship in Luxury Brand Management by : Rodrigues, Paula

Download or read book Building Consumer-Brand Relationship in Luxury Brand Management written by Rodrigues, Paula and published by IGI Global. This book was released on 2020-10-23 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers of luxury brands. Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.

Influencer Marketing Applications Within the Metaverse

Influencer Marketing Applications Within the Metaverse

Author: Bansal, Rohit

Publisher: IGI Global

Published: 2023-05-22

Total Pages: 353

ISBN-13: 1668489007

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The metaverse is an immersive digital world that combines augmented reality (AR) and virtual reality (VR) to allow people to interact online as if they were in the physical world. While everything in the metaverse doesn’t exist in the physical world, it still offers unique opportunities for customers to experience your brand. The metaverse is free from physical limitations, presenting a novel opportunity for brands. Just as e-commerce revolutionized the way people shop, so could the metaverse. And by taking advantage of the metaverse's ability to bridge the gap between physical and virtual commerce, brands can use it to enrich their consumers' shopping experiences. To be successful, brands must quickly learn from mistakes and build on successful campaigns to stand out. The metaverse is data-driven, and marketers can use this in creating their growth strategies. Because growth marketing involves continuous experimentation and testing, brands can use this virtual world as their stomping ground to analyze their various marketing campaigns and observe consumer behavior. Influencer Marketing Applications Within the Metaverse explores how enterprises experimenting with the metaverse can connect, engage with, and incentivize human and machine customers to create new value exchanges, revenue streams, and markets. The book examines how brands can enrich their consumers’ shopping experiences by taking advantage of the metaverse's ability to bridge the gap between physical and virtual commerce. Covering topics such as augmented and virtual reality, customer experience, and gamification, this book is ideal for marketing practitioners, researchers, undergraduate and postgraduate students, non-government and government organizations, and more.


Book Synopsis Influencer Marketing Applications Within the Metaverse by : Bansal, Rohit

Download or read book Influencer Marketing Applications Within the Metaverse written by Bansal, Rohit and published by IGI Global. This book was released on 2023-05-22 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: The metaverse is an immersive digital world that combines augmented reality (AR) and virtual reality (VR) to allow people to interact online as if they were in the physical world. While everything in the metaverse doesn’t exist in the physical world, it still offers unique opportunities for customers to experience your brand. The metaverse is free from physical limitations, presenting a novel opportunity for brands. Just as e-commerce revolutionized the way people shop, so could the metaverse. And by taking advantage of the metaverse's ability to bridge the gap between physical and virtual commerce, brands can use it to enrich their consumers' shopping experiences. To be successful, brands must quickly learn from mistakes and build on successful campaigns to stand out. The metaverse is data-driven, and marketers can use this in creating their growth strategies. Because growth marketing involves continuous experimentation and testing, brands can use this virtual world as their stomping ground to analyze their various marketing campaigns and observe consumer behavior. Influencer Marketing Applications Within the Metaverse explores how enterprises experimenting with the metaverse can connect, engage with, and incentivize human and machine customers to create new value exchanges, revenue streams, and markets. The book examines how brands can enrich their consumers’ shopping experiences by taking advantage of the metaverse's ability to bridge the gap between physical and virtual commerce. Covering topics such as augmented and virtual reality, customer experience, and gamification, this book is ideal for marketing practitioners, researchers, undergraduate and postgraduate students, non-government and government organizations, and more.

Blockchain Technology and Applications for Digital Marketing

Blockchain Technology and Applications for Digital Marketing

Author: Bansal, Rohit

Publisher: IGI Global

Published: 2021-06-25

Total Pages: 329

ISBN-13: 1799880834

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Blockchain is a digital, decentralized technology that is continually growing and making quite a mark in digital marketing. Blockchain has brought a drastic change to technology in the last few years, and it is referred to as distributed ledger technology (DLT), which makes the historical backdrop of any computerized resource unalterable and straightforward using decentralization and cryptographic hashing. Blockchain is transforming digital marketing by removing companies’ abilities to pull data from customers without also offering to reimburse them for its value. Marketers can leverage the technology’s positive attributes that customers are searching for in today’s digital landscape, both in transparency and data protection. In terms of digital marketing, blockchain is one of the most important topics for its applications in the marketing field. Blockchain Technology and Applications for Digital Marketing provides insights on blockchain technology and its applications in digital marketing. This book grants a comprehensive understanding of how this technology is functioning within modern marketing and how it can influence the future of the digital marketing industry. The chapters cover the applications of blockchain, benefits and challenges, disruptive innovations in digital marketing, privacy and security concerns, and the recent trends of blockchain in digital marketing. It is ideally intended for marketers, advertisers, brand managers, executives, managers, IT specialists and consultants, researchers, businesses, practitioners, stakeholders, academicians, and students interested in blockchain technology and its role in digital marketing.


Book Synopsis Blockchain Technology and Applications for Digital Marketing by : Bansal, Rohit

Download or read book Blockchain Technology and Applications for Digital Marketing written by Bansal, Rohit and published by IGI Global. This book was released on 2021-06-25 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: Blockchain is a digital, decentralized technology that is continually growing and making quite a mark in digital marketing. Blockchain has brought a drastic change to technology in the last few years, and it is referred to as distributed ledger technology (DLT), which makes the historical backdrop of any computerized resource unalterable and straightforward using decentralization and cryptographic hashing. Blockchain is transforming digital marketing by removing companies’ abilities to pull data from customers without also offering to reimburse them for its value. Marketers can leverage the technology’s positive attributes that customers are searching for in today’s digital landscape, both in transparency and data protection. In terms of digital marketing, blockchain is one of the most important topics for its applications in the marketing field. Blockchain Technology and Applications for Digital Marketing provides insights on blockchain technology and its applications in digital marketing. This book grants a comprehensive understanding of how this technology is functioning within modern marketing and how it can influence the future of the digital marketing industry. The chapters cover the applications of blockchain, benefits and challenges, disruptive innovations in digital marketing, privacy and security concerns, and the recent trends of blockchain in digital marketing. It is ideally intended for marketers, advertisers, brand managers, executives, managers, IT specialists and consultants, researchers, businesses, practitioners, stakeholders, academicians, and students interested in blockchain technology and its role in digital marketing.