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Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector

Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector

by José Duarte Santos and Inês Pereira
Paperback
Publication Date: 30/08/2021

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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.
ISBN:
9781799872665
9781799872665
Category:
Public health & preventive medicine
Format:
Paperback
Publication Date:
30-08-2021
Language:
English
Publisher:
IGI Global
Country of origin:
United States
Dimensions (mm):
279x216mm

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