Health Care Marketing
Product Code - 9788196512989
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Quick Overview
By Anis Chattopadhyay and Supriya Biswas
About the BookThis textbook's contents have been created with the curricula of undergraduate and graduate programs provided by various colleges and institutions. This textbook has discussed the functional components of marketing using the typical pedagogy, for example, strategic marketing, product, place, brand, distribution, pricing, etc. with particular reference to the healthcare industry, particularly hospital and pharmaceutical industries. The textbook has the following key features:? The contents of the book are well-structured and organized. Coverage of all key topics of marketing with specific reference to the healthcare sector? The examples furnished are contemporary and most of the examples have been gathered from the Indian industry and have been done after much research and studies.? Every chapter is concluded with a set of MCQs with answers, short and long questions? The language of the book is simple and easy to understand? Pictures and illustrations in the book have enriched its contents Authored by experienced faculty members, the contents of this textbook are designed to impart value-added knowledge to the students This book is also ideally suited for Marketing professionals in industries keen to brush up their knowledge, or even aspirants getting ready for interviews in the domain of marketing.
Contents
1. Marketing Concepts
2. Marketing Environment and Strategy
3. Segmentation, Targeting, and Positioning
4. Consumer Behaviour
5. Marketing Research
6. Marketing Product
7. Services Marketing
8. Branding
9. Pricing
10. Marketing Channel
11. Promotion
About the Author
Prof. Anis Chattopadhyay obtained an M.Phil. in Management from Vinayaka Mission University and an MBA from IISWBM. Currently, he is the Head of the Department of Hospital Management, Techno India, Kolkata. and has been teaching core marketing and healthcare marketing. He is pursuing a Ph.D. and to date, he has many research publications to his credit. Professor Chatterjee has also acted as the syllabus coordinator, examiner, and paper-setter for MAKAUT postgraduate and undergraduate courses.Dr. Supriya Biswas has a Ph.D. in Management and an MBA from Calcutta University. After beginning his professional career in the World Health Organization (Small Pox Eradication Program) as a team member for two years, he served for CMC Ltd (merged with Tata Consultancy Services) for 34 years in project and business development. Later, for over a decade, he served as a Professor of NSHM Knowledge Campus, Kolkata teaching marketing, IT, and healthcare subjects under Hospital and Business Management
