Healthcare Marketing
The purpose of the textbook is to form basic knowledge about marketing activities, their application and management in the field of healthcare. The material is structured in six chapters, all of which help students and readers to form a modern attitude towards health markets and consumers of health services, as well as to master some basic marketing tools. The main emphasis is placed on the peculiarities of health marketing and are tied to the modern international trends in this field. Questions, assignments and case studies are included after each chapter, as well as interactive learning methods involving students in discussions and role-plays.
CONTENTS
PREFACE
CHAPTER I. INTRODUCTION TO MARKETING
Learning outcomes
Basic concepts
Essence of Marketing
Marketing concept development
Healthcare Marketing
Need to apply a marketing approach in healthcare
Functions, features and areas of applied marketing in healthcare
Questions
Tasks
A case study
CHAPTER II. MARKETINGOVAMACRO ENVIRONMENT
Learning outcomes
Basic concepts
External environment of the organization
Global markets for health services
Electronic Marketing and Global Healthcare Markets
Macroenvironmental factors
Questions
Tasks
A case study
CHAPTER III. MARKET AND CONSUMERS
Learning outcomes
Basic concepts
General characteristics of the market
User behavior
Purchase decision process
Questions
Tasks
Roleplay
A case study
CHAPTER IV. MARKET SEGMENTATION
Learning outcomes
Basic concepts
Defining the market
Market segmentation
Market segmentation procedure
Selection of target segments
Market positioning
Questions
Tasks
A case study
CHAPTER V. MARKETING MIX
Learning outcomes
Basic concepts
Product
Price (pay attention to costs)
Distribution (Access to Services)
Promotion (Introduction)
Questions
Tasks
A case study
CHAPTER VI. MARKETING RESEARCH
Learning outcomes
Basic concepts
Marketing Information System
Marketing research
Questions
Tasks
LITERATURE
https://www.researchgate.net/publication/305082769_Marketing_v_zdraveopazvaneto
https://books.mu-varna.bg/index.php?id_product=87&controller=product&id_lang=1
