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Modern Health Care Marketing

Author

Listed:
  • Gamini Gunawardane

    (California State University at Fullerton, USA & California State University at Los Angeles, USA)

Abstract

This book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This includes the integrated nature of health care marketing, operations management, IT and human resource management; increased use of digital technology and social media; emphasis on enhancing customer-patient experience when strategizing and implementing health care marketing; application of modern services marketing concepts to health care marketing mix, among others.

Individual chapters are listed in the "Chapters" tab

Suggested Citation

  • Gamini Gunawardane, 2020. "Modern Health Care Marketing," World Scientific Books, World Scientific Publishing Co. Pte. Ltd., number 11250.
    • Handle: RePEc:wsi:wsbook:11250
    as

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    File URL: https://www.worldscientific.com/worldscibooks/10.1142/11250
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    Book Chapters

    The following chapters of this book are listed in IDEAS

    More about this item

    Keywords

    Health Care; Health Care Services; Health Care Marketing; Services Marketing;
    All these keywords.

    JEL classification:

    • I10 - Health, Education, and Welfare - - Health - - - General

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