Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector: (Advances in Marketing, Customer Relationship Management, and E-Services)

The healthcare sector has never been under as much pressure as it is today. This pressure has motivated organizations to reinvent themselves, forcing management and marketing to take a more active role. Due to this reinvention, organizations must incorporate a stronger culture of management and marketing orientation that allows companies to define their course, optimize their resources, communicate with their stakeholders more efficiently, and encourage customers to become more involved with the company. This need is particularly urgent in the healthcare sector, as its weight in the economy has grown recently and it must prepare for economic recovery. Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector provides knowledge and skills to apply management and marketing on strategic, tactical, and operational aspects with an emphasis on the healthcare industry. Various aspects of management and marketing, such as operations management, quality management, human resources, brand management, and digital marketing, are discussed. The book is ideal for management and marketing academics, their students (undergraduate/graduate programs), researchers, managers, advertisers, healthcare organizations, hospital boards, pharmaceutical representatives, and marketers who need to optimize the potential of management marketing applied in the healthcare industry.

About the Author :
José Duarte da Rocha Santos received his PhD in Management from Vigo University. He also holds MSc in Marketing and a bachelor’s degree in Business Sciences. Between 1987 and 2002, he played various roles in sales, marketing, and management of companies in the information technology sector. From 2003 to 2018, he performed the functions of a management and marketing consultant. Since 1999, he has been a professor in higher education in Portugal in the fields of management and marketing. He is currently a marketing professor at the Accounting and Business School of the Polytechnic of Porto (ISCAP/P.PORTO). He is also a senior researcher at the CEOS.PP - Centre for Organizational and Social Studies of the Polytechnic of Porto, Portugal. His principal research area is customer relationship management through digital marketing. Inês Veiga Pereira has a Ph.D degree from University of Vigo, in Communication and Marketing, focusing on NPOs marketing. Presently she is the Director of the Postgraduate program in Administration and Management of Healthcare Units She is senior lecturer of Marketing, NPOs Marketing and Brand Management subjects at ISCAP, since 2002 and lecturer of Healthcare units marketing and communication at Porto Executive academy. She is a Scientific Committee member of International review on public and nonprofit marketing and of the International Journal of Cyber Behavior, Psychology and Learning (IJCBPL). She is an associate of International association on public and non-profit marketing and she has organized several scientific congresses on the non-profit area. Inês has been a consultant at Ernst & Young and a brand manager at SME. She is author of several papers and book chapters in marketing and communication fields.