Healthcare relationship marketing: strategy, design and measurement
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| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Farnham, Surrey
Ashgate
2011
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| Subjects: | |
| Online Access: | FAW01 FAW02 |
| Item Description: | Includes bibliographical references and index Cover; Contents; List of Figures; List of Tables; List of Abbreviations; About the Author; Acknowledgements; Preface; 1 Healthcare Trends and Relationship Marketing's Role; 2 Foundations of Relationship Marketing; 3 Discovery: Situation Assessment; 4 Strategy: Planning the Relationship Marketing Program; 5 Analytics Planning for Relationship Marketing; 6 Execution: Placing in the Marketplace; 7 Measurement of Healthcare Relationship Marketing Programs; 8 Optimization and the New Cycle; 9 Conclusions and the Future; Appendix A: Solutions to Exercises; Bibliography; Index This is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities within pharmaceutical relationship marketing |
| Physical Description: | xxi, 237 pages |
| ISBN: | 9781409431961 1409431967 9780566092176 |
Staff View
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| indexdate | 2024-07-10T07:35:06Z |
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| spelling | Haimowitz, Ira J. Verfasser aut Healthcare relationship marketing strategy, design and measurement Ira J. Haimowitz Farnham, Surrey Ashgate 2011 xxi, 237 pages txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references and index Cover; Contents; List of Figures; List of Tables; List of Abbreviations; About the Author; Acknowledgements; Preface; 1 Healthcare Trends and Relationship Marketing's Role; 2 Foundations of Relationship Marketing; 3 Discovery: Situation Assessment; 4 Strategy: Planning the Relationship Marketing Program; 5 Analytics Planning for Relationship Marketing; 6 Execution: Placing in the Marketplace; 7 Measurement of Healthcare Relationship Marketing Programs; 8 Optimization and the New Cycle; 9 Conclusions and the Future; Appendix A: Solutions to Exercises; Bibliography; Index This is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities within pharmaceutical relationship marketing MEDICAL / Drug Guides bisacsh MEDICAL / Nursing / Pharmacology bisacsh MEDICAL / Pharmacology bisacsh MEDICAL / Pharmacy bisacsh Drugs / Marketing fast Pharmaceutical industry fast Relationship marketing fast Medizin Drugs Marketing Pharmaceutical industry Relationship marketing |
| spellingShingle | Haimowitz, Ira J. Healthcare relationship marketing strategy, design and measurement MEDICAL / Drug Guides bisacsh MEDICAL / Nursing / Pharmacology bisacsh MEDICAL / Pharmacology bisacsh MEDICAL / Pharmacy bisacsh Drugs / Marketing fast Pharmaceutical industry fast Relationship marketing fast Medizin Drugs Marketing Pharmaceutical industry Relationship marketing |
| title | Healthcare relationship marketing strategy, design and measurement |
| title_auth | Healthcare relationship marketing strategy, design and measurement |
| title_exact_search | Healthcare relationship marketing strategy, design and measurement |
| title_full | Healthcare relationship marketing strategy, design and measurement Ira J. Haimowitz |
| title_fullStr | Healthcare relationship marketing strategy, design and measurement Ira J. Haimowitz |
| title_full_unstemmed | Healthcare relationship marketing strategy, design and measurement Ira J. Haimowitz |
| title_short | Healthcare relationship marketing |
| title_sort | healthcare relationship marketing strategy design and measurement |
| title_sub | strategy, design and measurement |
| topic | MEDICAL / Drug Guides bisacsh MEDICAL / Nursing / Pharmacology bisacsh MEDICAL / Pharmacology bisacsh MEDICAL / Pharmacy bisacsh Drugs / Marketing fast Pharmaceutical industry fast Relationship marketing fast Medizin Drugs Marketing Pharmaceutical industry Relationship marketing |
| topic_facet | MEDICAL / Drug Guides MEDICAL / Nursing / Pharmacology MEDICAL / Pharmacology MEDICAL / Pharmacy Drugs / Marketing Pharmaceutical industry Relationship marketing Medizin Drugs Marketing |
| work_keys_str_mv | AT haimowitziraj healthcarerelationshipmarketingstrategydesignandmeasurement |