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Marketing plan for the health care organization
Pages 16 (4016 words)
Marketing plan in health care: An educational program Name Instructor Class University 25 December 2011 SECTION A EXECUTIVE SUMMARY This project has been chosen, because it will deliver key educational information based on the pressing needs of the market.
The key challenges in preparing this marketing plan is in the research and writing process. The challenges have been surmounted through organizing material, asking help from others, and applying the right marketing concepts to the concerns at hand. INTRODUCTION Healthcare organizations face the same challenges as corporations: the ability to provide the right services to the right market segment at the right place, time, and price. This ability has a clear marketing nature to it, which is why many healthcare organizations are pursuing marketing principles and practices to help them develop and achieve their strategic management goals (Calhoun, Banaszak-Holl, and Hearld 2006). Kotler and Armstrong (1999) define marketing as “a social and managerial process by which individuals and groups obtain what they need and want through exchanging products and value with others” (p.3). The American Marketing Association provides the particular functions of marketing in building relationships that exchange value with one another: “Marketing” pertains to the wide range of “activities and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (cited in Rooney 2009, p.242). ...
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