Modern Health Care Marketing

ISBN: 9789813279513 出版年：2020 页码：515 Gunawardane Gamini World Scientific Publishing Company

This book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This includes the integrated nature of health care marketing, operations management, IT and human resource management; increased use of digital technology and social media; emphasis on enhancing customer-patient experience when strategizing and implementing health care marketing; application of modern services marketing concepts to health care marketing mix, among others.