Problems and Cases in Healthcare Marketing - Bookswagon UAE
Book 1
Book 2
Book 3
Book 1
Book 2
Book 3
Book 1
Book 2
Book 3
Book 1
Book 2
Book 3
Home > Medicine & Health Science textbooks > Medicine: general issues > Health systems and services > Problems and Cases in Healthcare Marketing
Problems and Cases in Healthcare Marketing

Problems and Cases in Healthcare Marketing


     0     
5
4
3
2
1



Out of Stock


Notify me when this book is in stock
X
About the Book

Cases in Health Care Marketing, 1/e by Gourville, Quelch, and Rangan is a collection of Harvard cases that concentrate on marketing within the health care sector. The book is divided into seven sections, exploring topics which include: Developing a Marketing Strategy, Developing New Products, Launching of New Products, Managing Distribution, Managing Communications, Managing the Brand, and International Marketing.

Table of Contents:
PART I Developing a Marketing Strategy1-1Millennium Pharmaceuticals, Inc. (A) Stefan Thomke 1-2Hikma Pharmaceuticals John A. Quelch and Robin Root 1-3The Aravind Eye Hospital, Madurai, India: In Service for SightV. Kasturi Rangan PART II Developing New Products2-1Abgenix and the Xenomouse Robert Dolan 2-2Cardio Thoracic Systems Michael J. Roberts and Diana S. Gardner2-3Innovation at 3M Corporation (A)Stefan Thomke and Ashok NimgadePART III Launching New Products3-1The Medicines Company John T. Gourville 3-2Biopure Corporation John T. Gourville3-3Synthes John T. GourvillePART IVManaging Distribution4-1Merck-Medco: Vertical Integration in the Pharmaceutical Industry V. Kasturi Rangan and Marie Bell4-2Becton Dickenson & Company: VACUTAINER Systems Division V. Kasturi Rangan and Frank V. Cespedes4-3CVS: The Web StrategyJohn Deighton and Anjali ShahPART V Managing Communications5-1Pepcid AC (A): Racing to the OTC Market Charles King III, Alvin J. Silk, Lisa R. Klein, and Ernst R. Berndt5-2LifeSpan, Inc.: Abbott Northwestern Hospital Melvyn A. J. Menezes5-3Population Services International V. Kasturi RanganPART VI Managing the Brand6-1The Dana-Farber Cancer Institute: Development StrategyV. Kasturi Rangan6-2Bayer AG (A) John A. Quelch and Robin Root6-3Warner-Lambert Ireland: NiconilJohn A. Quelch and Susan P. SmithPART VIIInternational Marketing7-1aLife, Death, and Property Rights: The Pharmaceutical Industry Faces AIDS in Africa Debora Spar and Nicholas Bartlett7-1bPhase Two: The Pharmaceutical Industry Responds to AIDSDebora Spar7-2Ciba-Geigy Pharmaceuticals: Pharma International John A. Quelch and N. Craig Smith7-3Genzyme’s Gaucher Initiative: Global Risk and ResponsibilityChristopher A. Bartlett and Andrew N. Mclean

About the Author :
V. Kasturi "Kash" Rangan is the Malcolm P. McNair Professor of Marketing at Harvard Business School. He has taught the core first-year marketing course and was its head across multiple sections (1993-1996). He has also taught the second-year elective courses on Business-to-Business Marketing and Channels-to-Market, as well as the doctoral course on Research Design. He currently teaches marketing in the Advanced Management Program for senior executives. He also teaches in the focused executive programs: Channels-to-Market, Business Marketing Strategy, and Strategic Perspectives on Nonprofit Management.


Best Sellers


Product Details
  • ISBN-13: 9780072887761
  • Publisher: McGraw-Hill Education - Europe
  • Publisher Imprint: McGraw-Hill Professional
  • Height: 259 mm
  • Returnable: N
  • Weight: 1025 gr
  • ISBN-10: 0072887761
  • Publisher Date: 16 Feb 2004
  • Binding: Hardback
  • Language: English
  • Spine Width: 25 mm
  • Width: 206 mm


Similar Products

Add Photo
Add Photo

Customer Reviews

REVIEWS      0     
Click Here To Be The First to Review this Product
Problems and Cases in Healthcare Marketing
McGraw-Hill Education - Europe -
Problems and Cases in Healthcare Marketing
Writing guidlines
We want to publish your review, so please:
  • keep your review on the product. Review's that defame author's character will be rejected.
  • Keep your review focused on the product.
  • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
  • Refrain from mentioning competitors or the specific price you paid for the product.
  • Do not include any personally identifiable information, such as full names.

Problems and Cases in Healthcare Marketing

Required fields are marked with *

Review Title*
Review
    Add Photo Add up to 6 photos
    Would you recommend this product to a friend?
    Tag this Book Read more
    Does your review contain spoilers?
    What type of reader best describes you?
    I agree to the terms & conditions
    You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

    CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

    These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


    By submitting any content to Bookswagon, you guarantee that:
    • You are the sole author and owner of the intellectual property rights in the content;
    • All "moral rights" that you may have in such content have been voluntarily waived by you;
    • All content that you post is accurate;
    • You are at least 13 years old;
    • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
    You further agree that you may not submit any content:
    • That is known by you to be false, inaccurate or misleading;
    • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
    • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
    • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
    • For which you were compensated or granted any consideration by any unapproved third party;
    • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
    • That contains any computer viruses, worms or other potentially damaging computer programs or files.
    You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


    For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


    All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

    Accept

    Fresh on the Shelf


    Inspired by your browsing history


    Your review has been submitted!

    You've already reviewed this product!