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Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
New techniques for brand management in the healthcare sector / [edited by] Ana Pinto Borges, Paula Rodrigues. — 1 online resource (xvii, 244 pages). — (Advances in marketing, customer relationship management, and e-services (AMCRMES) book series). — "Premier reference source"--Cover. — <URL:http://elib.fa.ru/ebsco/2716635.pdf>.

Record create date: 11/29/2019

Subject: Medical care — Marketing.; Branding (Marketing); Medical tourism — Marketing.; Branding (Marketing); Medical care — Marketing.

Collections: EBSCO

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Network: Internet

Annotation

"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"--.

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Table of Contents

  • Cover
  • Title Page
  • Copyright Page
  • Book Series
  • Table of Contents
  • Detailed Table of Contents
  • Foreword
  • Preface
  • Acknowledgment
  • Chapter 1: Role of Social Media in Hospital Branding
  • Chapter 2: Hospitals as Social Brands
  • Chapter 3: Branding and Marketing in the Pharmaceutical Industry
  • Chapter 4: Pharmaceutical Promotion
  • Chapter 5: Going for Silver-Senior Consumers' Reviews of Medical Tourism
  • Chapter 6: Medical Tourism
  • Chapter 7: The Importance of Happiness and Well-Being Experience in Health
  • Chapter 8: Understanding the Brand Management and Rebranding Processes in Specific Contexts of Medical Tourism
  • Chapter 9: The Brand NHS
  • Chapter 10: A New Customer Brand Engagement Framework in Social Media
  • Chapter 11: Consumer Decision Making From a Beloved Brand
  • Compilation of References
  • About the Contributors
  • Index

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