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Marketing Your Practice: Creating Opportunities for Success

Marketing Your Practice: Creating Opportunities for Success

ISBN 9781557983589
Edition 1
Publication Date
Purchase Type Buy New
Publisher American Psychological Association
Author(s)
Overview
The emphasis of this book is to explore new concepts in marketing your organization and to present strategies for applying them. Part of the APA Practitioner's Toolbox Series. CONTENTS Foreword From Russ Newman, PhD, JD, Preface , Marketing in a Changing Environment, How to Use This Guidebook., Acknowledgements, 1. Analyzing Market Opportunities, Marketing is a Process, Gathering Information About the Relative Marketing Environment, Internal Environment, External Environment, Consumer Analysis, Competitor Analysis, Market Research, Summary, Case Study, 2. Selecting Target Markets and Market Segmentation, Market Demand, Estimating Demand, Market Segmentation, Evaluating Market Segments, Selecting Market Segments to Target, Summary, Case Study 3. Developing a Marketing Strategy, Methods of Competitive Differentiation, Developing a Positioning Strategy, Life Cycle, Strategies for the Life Cycle Stages, Strategies for Market Leaders, Challengers, Followers, and Niche Players, Summary, Case Study 4. The Marketing Mix, Service, and Pricing Strategies, The Marketing Mix, Service Strategies, Summary, Case Study, 5. Promotion, Steps in Developing Effective Communications, Strategies for Increasing Communications with Patients, Specific Promotional Tools, Summary, Case Study 6. Organizing and Implementing Marketing Programs, Sample Marketing Plan, Organizing the Marketing Function , Marketing Implementation , Evaluating and Controlling Marketing Performance , Tools to Monitor Marketing Plan Performance , Summary , Case Study , Glossary, Bibliography
Overview
The emphasis of this book is to explore new concepts in marketing your organization and to present strategies for applying them. Part of the APA Practitioner's Toolbox Series. CONTENTS Foreword From Russ Newman, PhD, JD, Preface , Marketing in a Changing Environment, How to Use This Guidebook., Acknowledgements, 1. Analyzing Market Opportunities, Marketing is a Process, Gathering Information About the Relative Marketing Environment, Internal Environment, External Environment, Consumer Analysis, Competitor Analysis, Market Research, Summary, Case Study, 2. Selecting Target Markets and Market Segmentation, Market Demand, Estimating Demand, Market Segmentation, Evaluating Market Segments, Selecting Market Segments to Target, Summary, Case Study 3. Developing a Marketing Strategy, Methods of Competitive Differentiation, Developing a Positioning Strategy, Life Cycle, Strategies for the Life Cycle Stages, Strategies for Market Leaders, Challengers, Followers, and Niche Players, Summary, Case Study 4. The Marketing Mix, Service, and Pricing Strategies, The Marketing Mix, Service Strategies, Summary, Case Study, 5. Promotion, Steps in Developing Effective Communications, Strategies for Increasing Communications with Patients, Specific Promotional Tools, Summary, Case Study 6. Organizing and Implementing Marketing Programs, Sample Marketing Plan, Organizing the Marketing Function , Marketing Implementation , Evaluating and Controlling Marketing Performance , Tools to Monitor Marketing Plan Performance , Summary , Case Study , Glossary, Bibliography
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