Health Service Marketing Management in Africa

ISBN-13: 9781032176239 / Angielski / Miękka / 2021 / 308 str.

Robert Hinson; Kofi Osei-Frimpong; Ogechi Adeola

Opis

This book responds to calls for quality healthcare service management practices or processes from developing economy perspectives.

Spis treści

About the Editors and Contributors. Acknowledgements. Chapter 1. Introduction to Healthcare Service Marketing Management: Building Customer-Driven Health Organisations. Chapter 2. The Societal and Healthcare Context. Chapter 3. Strategic Planning and Healthcare Services. Chapter 4. Marketing in Healthcare Management. Chapter 5. Segmentation, Targeting, and Positioning in Healthcare. Chapter 6. Consumers and Consumer Behaviour. Chapter 7. Managing the Healthcare Product. Chapter 8. Utilisation and Pricing of Healthcare Services. Chapter 9. Distribution in Healthcare Markets. Chapter 10. Integrated Marketing Communications in the Healthcare Sector: Insights from Sub-Saharan Africa. Chapter 11. Branding the Healthcare Experience. Chapter 12. Branding for Small and Medium Sized Healthcare Institutions. Chapter 13. Managing Healthcare Employees. Chapter 14. Physical Evidence and Healthcare Service Quality Management. Chapter 15. Developing Customer Loyalty in Healthcare. Chapter 16. Financing Healthcare and Health Insurance. Chapter 17. Managing Healthcare Logistics. Chapter 18. Managing Policies and Procedures in Healthcare Management. Chapter 19. Technology and Health Services Marketing in Africa. Chapter 20. Application of Technology in Healthcare Delivery in Africa. Chapter 21. Technology and Social Media in Healthcare Delivery. Index.

 

O autorze

Robert Hinson, Kofi Osei-Frimpong, Ogechi Adeola, Lydia Aziato