Includes bibliographical references and index.

The role of marketing in health care organizations -- Defining the health care system and its trade-offs -- The health care industry and marketing environment -- Determinants of the utilization of health care services -- Strategy and market planning -- How health care buyers make choices -- Using market information systems and marketing research -- Market segmentation, targeting, positioning, and competition -- Shaping and managing product and service offerings -- Developing and branding new offerings -- Pricing strategies and decisions in health care -- Designing and managing health care marketing channels -- Designing and managing integrated marketing communications -- Personal marketing communications: word-of-mouth, sales, and direct marketing -- Organizing, implementing, and controlling marketing.