New techniques for brand management in the healthcare sector [edited by] Ana Pinto Borges, Paula Rodrigues.
Material type:
TextSeries: Advances in marketing, customer relationship management, and e-services (AMCRMES) book seriesPublisher: Hershey, PA IGI Global, Business Science Reference, [2021]Description: 1 online resource (xvii, 244 pages)ISBN: 9781799830368; 1799830365; 9781799830375; 1799830373Subject(s): Medical care -- Marketing | Branding (Marketing) | Medical tourism -- Marketing | Branding (Marketing) | Medical care -- MarketingGenre/Form: EBSCO eBooks | Electronic books. DDC classification: 362.1068/8 LOC classification: RA410.56 | .N49 2021Online resources: EBSCOhost Summary: "This book explores the diffusion of new marketing knowledge, tendencies, and qualitative and quantitative methods for brand management in the private, public, and social health sectors and examines the movement from healthcare as a priceless commodity to one that can be, and is, commodified"-- Provided by publisher.
"Premier reference source"--Cover.
Includes bibliographical references and index.
"This book explores the diffusion of new marketing knowledge, tendencies, and qualitative and quantitative methods for brand management in the private, public, and social health sectors and examines the movement from healthcare as a priceless commodity to one that can be, and is, commodified"-- Provided by publisher.
Description based on online resource; title from digital title page (viewed on January 07, 2021).
There are no comments on this title.