This book presents new topics with comprehensive chapters and sections that convey the academic reality of marketing health services. It consists of ten chapters arranged sequentially in precise language, supported by a list of Arab and foreign references and websites. The chapters are as follows:

• Chapter One: An introduction to marketing and service marketing, the importance and objectives of marketing for business organizations, the components of the modern marketing concept, basic marketing concepts, and the economic benefits of marketing.
• Chapter Two: Health services marketing, its concept, the intellectual and historical development of health marketing, the impact of technology, and the importance and objectives of health service marketing.
• Chapter Three: The health marketing mix, the health product, planning and developing health products, pricing, distribution, and promotion of health services.
• Chapter Four: Health market segmentation and target market selection, advantages, conditions, and methods of segmenting the health market.
• Chapter Five: The quality of health services, defining quality, factors affecting services, patient expectations, and evaluating quality in the hospital sector, including total quality and ISO standards.
• Chapter Six: Health information systems, their importance, characteristics, components of the health marketing information system, and marketing research.
• Chapter Seven: Consumer health purchasing behavior, factors influencing it, the purchasing decision process, and potential roles in the purchasing process.
• Chapter Eight: Social responsibility in health services, its history, concept, dimensions for hospitals, and strategies for engagement.
• Chapter Nine: Strategic planning in hospitals, its concept, characteristics, advantages, objectives, and the stages of creating and implementing a strategic plan.
• Chapter Ten: Case studies.

Book Details:

• Number of Pages: 312
• Year of Publication: 2016
• Binding Type: Hardcover
• Edition: 1st
• Print Color: Black
• Size (cm): 17x24
• Weight (kg): 0.650
• Barcode: 9789957970970