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Health Care Market Strategy : From Planning to Action - Steven G. Hillestad

Health Care Market Strategy

From Planning to Action

Hardcover Published: 30th December 2003
ISBN: 9780763747992
Number Of Pages: 287

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Health Care Market Strategy: From Planning to Action, Third Edition, a standard reference for over ten years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. Put the concepts you learned in introductory marketing courses into action using the authors' own unique model---called the strategy/action match--from which you will learn how to determine exactly which tactics to employ in a variety of settings. In this new edition, you'll also discover the latest practical applications for strategy development, the marketing planning process, challenges of a competitive marketplace, vision, and other critical aspects of health care marketing.

Prefacep. xi
About the Authorsp. xv
Acknowledgmentsp. xvii
Strategy Development and the Strategic Mind-Setp. 1
What Is Strategy?p. 1
Upsetting and Reestablishing the Competitive Equilibriump. 2
Creating a Differencep. 3
Steps for Strategy Developmentp. 5
The Possibility of Failurep. 6
Development of the Strategic Mind-Setp. 7
Focus on the Customerp. 7
Inevitability of Changep. 11
Search for a Better Wayp. 11
Decision-Making Role of the Marketplacep. 12
Need for a Championp. 12
Trade-Offs in Courses of Actionp. 14
Market Share as a Benchmarkp. 14
Force and Focusp. 15
Unique Selling Proposition (Competitive Advantage)p. 19
Consumers' Perspectivep. 19
Determinant Attributep. 22
Add-Onsp. 23
Differential Advantagep. 24
Creating and Minimizing Barriers for Competitorsp. 25
Diversion and Dissuasionp. 27
Growth in the Present Marketp. 28
Impact of the Marketing Planp. 29
Summaryp. 29
Notesp. 30
Outlining the Marketing Planning Processp. 31
Resolving the Confusion: Relating the Marketing Plan to the Business Plan to the Strategic Planp. 31
Strategic Planp. 32
Business Planp. 32
Planning Versus Marketingp. 35
What Is Market-Based Planning?p. 37
A Market-Based Versus a Nonmarket-Based Approachp. 38
The Processp. 40
Summaryp. 48
Notesp. 48
The Challenge of a Competitive Marketplacep. 50
The External Environmentp. 50
Environmental Trendsp. 51
Changing Demographicsp. 51
Increasing Ethnic and Racial Diversityp. 51
Aging of the Populationp. 53
Regulatory Changesp. 54
The HIPAA Challengep. 54
Ongoing Federal Monitoringp. 56
The Growing Use of Technologyp. 57
The Emerging Internet Impactp. 57
Clinical Impactp. 58
The Increase in Competitionp. 59
Shifts in the Corporate Marketp. 63
Summaryp. 64
Notesp. 64
Step 1 The Vision Thingp. 67
Establishing the Contextp. 67
Broad Versus Narrow Strategy Optionsp. 70
Strategy as It Relates to Vision and Missionp. 70
Strategy as It Relates to Marketing Optionsp. 71
Strategy as It Relates to Target Marketsp. 71
Strategy as It Relates to Tacticsp. 72
The Difference Between a Vision and a Missionp. 73
Defining the Visionp. 74
Defining the Missionp. 75
Specifying the Goalsp. 78
Summaryp. 79
Vision Statement Checklistp. 79
Mission Statement Checklistp. 80
Goal Statement Checklistp. 80
Notesp. 80
Step 2 Conducting the Internal/External Assessmentp. 81
The Assessment Processp. 81
The Environmentp. 83
The Market and Its Needsp. 85
The Competitionp. 90
Internal Capabilityp. 96
Marketing Activitiesp. 98
Products and Servicesp. 100
Pricing Strategyp. 101
Promotional Strategyp. 101
Distribution Strategyp. 103
Visual Toolsp. 103
Market Researchp. 104
Secondary Datap. 104
Primary Datap. 109
Samplep. 109
Methodologyp. 114
Summaryp. 119
Notesp. 121
Step 3 The Strategy/Action Matchp. 122
Perspectives on Strategyp. 122
Cost Versus Differentiation Strategyp. 122
Meeting Customer Needsp. 123
BCG Matrixp. 124
General Electric Modelp. 126
MAC Modelp. 126
Developing the Strategy/Action Matchp. 130
Analysis of Life Cyclep. 130
An Organization Life Cycle Versus the Marketplace Life Cyclep. 135
Strategy Optionsp. 137
Go-for-It Strategyp. 138
Product/Servicep. 139
Pricep. 140
Promotionp. 140
Price/Promotion Optionsp. 141
Distributionp. 142
Differentiation Strategyp. 143
Productp. 145
Pricep. 145
Promotionp. 146
Distributionp. 146
Necessity Strategyp. 146
Productp. 148
Pricep. 148
Promotionp. 148
Distributionp. 149
Maintenance Strategyp. 149
Productp. 150
Pricep. 151
Promotionp. 151
Distributionp. 151
Niche Strategyp. 151
Harvest Strategyp. 153
Drop Strategyp. 153
Setting Marketing Objectivesp. 155
Summaryp. 156
Notesp. 157
Step 4 Determining Marketing Actionsp. 159
Devising Tacticsp. 159
Product/Servicep. 161
Evaluating Core Qualityp. 161
Determining Service Levelp. 163
Selecting Among New Offeringsp. 164
Modifying Existing Servicesp. 167
Choosing a Branding Strategyp. 168
Blanket Brandingp. 170
Multibrand Strategyp. 171
Reseller Strategyp. 171
Mixed Brandingp. 172
Co-brandingp. 172
Selecting a Program Namep. 172
Distributionp. 173
Decision Areasp. 176
Controlling the Channelp. 178
The Changing Nature of Channelsp. 179
Pricingp. 180
Skim Pricingp. 181
Penetration Pricingp. 182
Elasticity Pricingp. 182
Cost-Plus Pricing and Variable Pricingp. 182
Price Bundlingp. 183
Positioning Value of Pricep. 183
Sensitivity of Pricep. 189
Promotionp. 191
How Promotion Worksp. 191
Positioning Value of Promotionp. 193
Advertisingp. 194
Advertising Issues: Copy Testing and Media Selectionp. 194
Setting Advertising Objectives and Measuring Resultsp. 200
Setting the Budgetp. 201
Conditions for Effective Advertisingp. 204
Checklist for an Advertising Campaignp. 204
Salesp. 205
The Value of Salesp. 205
Size of the Sales Forcep. 206
Compensation for the Sales Forcep. 208
Advertising/Sales Trade-Offp. 208
Summaryp. 213
Notesp. 213
Step 5 Integration of the Marketing Planp. 214
The Necessity of Integrationp. 214
Integration of Plans with Other Management Functionsp. 215
Integration with Operationsp. 216
Integration with Personnelp. 217
Integrations with Financep. 218
Integration within the Organization's Portfoliop. 219
Summaryp. 221
Step 6 The Approval and Monitoring Processp. 222
An End and A Beginningp. 222
Establishing Guidelines for Selecting Among Alternative Plansp. 222
Return on Equityp. 225
Marginp. 225
Volume of Salesp. 225
Return on Salesp. 226
Existing Competitionp. 227
Technical Protectionp. 227
Additional Factors in the Analysisp. 228
Monitoring Systemsp. 229
The Need for Contingency Plansp. 233
Planning for Next Yearp. 233
Summaryp. 234
Notesp. 234
Conclusionp. 235
Strategy Versus Tacticsp. 235
Planning Issuesp. 236
Assumed Assumptionsp. 237
Expect the Unexpectedp. 238
Limit Initiativesp. 240
Marketing as a Team Playerp. 241
The Future of Strategy and Marketingp. 242
Be the Voice of the Marketp. 244
Earned Role Versus Assigned Rolep. 244
Accountabilityp. 244
Be Bold and Have Ideasp. 245
Notesp. 246
Consolidation of Key Questions Used in Conducting an Internal/External Analysisp. 247
The Environment and the Marketp. 247
The Competitive Environmentp. 248
Internal Capabilityp. 249
Marketing Activitiesp. 250
Products and Servicesp. 251
Pricing Strategyp. 251
Promotional Strategyp. 252
Distribution Strategyp. 253
Conclusionp. 253
Marketing Plan Summaryp. 254
Sample Marketing Planp. 256
Situationp. 256
Greentreep. 257
Overview of Metz Clinic Planp. 258
Indexp. 271
Table of Contents provided by Rittenhouse. All Rights Reserved.

ISBN: 9780763747992
ISBN-10: 0763747998
Audience: General
Format: Hardcover
Language: English
Number Of Pages: 287
Published: 30th December 2003
Publisher: Jones and Bartlett Publishers, Inc
Country of Publication: US
Dimensions (cm): 22.86 x 15.24  x 2.54
Weight (kg): 0.43
Edition Number: 3
Edition Type: Revised

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