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Marketing Matters: A Guide for Healthcare Executives (ACHE Management)

Richard K. Thomas and Michael Calhoun

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Marketing Matters explains what marketing is, what it can contribute to your organization, how it is done, and how it is measured. This straightforward guide will help you become a better marketer not in the sense of developing marketing campaigns but using marketing to shape and control your organization s reputation. Topics covered include: The marketing process, The senior manager s role in marketing, Marketing research and planning, The dollars and sense of marketing, Market positioning and strategy development, The promotional toolbox, The changing marketing paradigm and measuring the effectiveness of marketing

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About the Author:

Richard K. Thomas, Ph.D., has been involved in market research and marketing in the healthcare field for more than 30 years. He is a principal in Health and Performance Resources and provides consultation to a wide range of healthcare organizations. He holds an associate professor appointment in the Department of Preventive Medicine at the University of Tennessee and has published extensively on healthcare topics. Michael Calhoun has 30 years of experience in marketing, communications and public relations. He spent 12 years as the chief marketing officer for one of the nation's largest healthcare systems and has subsequently been involved in strategic marketing management and corporate communications in a variety of settings.

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