Marketing Matters: A Guide for Healthcare Executives

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This guide helps the readers become a better marketer—not in the sense of developing marketing campaigns but using marketing—to shape and control an organization’s reputation. Topics covered in the book are: • The marketing process • The senior manager’s role in marketing • Marketing research and planning • Market positioning and strategy development • The promotional toolbox • The changing marketing paradigm • Measuring the effectiveness of marketing “Marketing Matters: A Guide for Healthcare Executives, does an outstanding job of explaining all aspects of an effective marketing program. (The authors) clearly review the value of marketing, explain how that value can be measured, and demonstrate how marketing can be used to enhance the performance of a healthcare organization.” —Maurice Elliott CEO Emeritus Methodist Healthcare

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