A practical guide for developing and writing a strategic marketing plan for health and human service organizations, this comprehensive volume takes professional

A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems There has been an unmet need for a health care ma

This book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This

Health Care Market Strategy: From Planning to Action, Fifth Edition, a standard reference for nearly 20 years, bridges the gap between marketing theory and impl

You have a new venture in mind. And you've crafted a business plan so detailed it's a work of art. Don't get too attached to it. As John Mullins and Randy Komis