Directed specifically at the practicing marketing executive, Cases and Select Readings in Health Care Marketing integrates understandable explanations of marketing concepts, articles selected for topical timeliness and pragmatic value, and case studies illustrating the detail and complexity of market decisions faced by today s health care and human services marketing professional. Each chapter of this landmark volume includes a brief but thorough presentation of one conceptual area of marketing, which is then evaluated, analyzed, or demonstrated in selected articles written by prestigious and...