دانلود کتاب Health care market strategy : from planning to action

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Cover
Health Care Market Strategy
Copyright
Contents
Preface
About the Authors
Chapter 1 Strategy Development and the Strategic Mindset
What Is Strategy?
Development of the Strategic Mindset
Clear Vision, Focused Strategy, and Understanding by the Leadership
Focus on the Customer
Change Is Relentless
Search for a Better Way
Decision-Making Role of the Marketplace
Need for a Champion
Trade-Offs in Courses of Action
Beware of Growing and Shrinking at the Same Time—Market Share Is the Key
Force and Focus
Unique Selling Proposition
Creating Barriers for Competitors’ Entry and Minimizing Barriers for Self Exit
Diversion and Dissuasion
Growth in the Present Market
Fall on Your Sword
Summary
Questions for Discussion
Notes
Chapter 2 Understanding the Strategic, Business, and Marketing Planning Process
Resolving the Confusion: Relating the Strategic Plan to the Business Plan and to the Marketing Plan
Business Plan
Marketing Plan
The Process of Starting a New Venture—What It Might Look Like
When the Customer’s View Is Different from Your View
Overall Strategic and Marketing Model
Summary
Questions for Discussion
Notes
Chapter 3 The Challenge of a Competitive Marketplace
The External Environment
Environmental Trends
The Growing Use of Technology
Increase in Competition
Shifts in the Corporate Market
Summary
Questions for Discussion
Notes
Chapter 4 Step 1: Conducting the Internal/External Assessment
The Assessment Process
Blue Ocean Strategy
The Environment
The Market and Its Needs
The Competition
Internal Capability
Marketing Activities
Market Research
Summary
Questions for Discussion
Notes
Chapter 5 Step 2: Creating the Mission, Vision, and Critical Success Factors
Establishing the Context
Constituent Participation
Understanding the Difference Between Vision and Mission
Should We Create A Broad or Narrow Strategy?
Stating the Mission
Defining the Vision
Tools to Work Through the Vision Conversation
What Should a Good Vision Statement Look Like?
Critical Success Factors
What Next? Who Does What?
Summary
General Strategic Planning Checklist
Questions for Discussion
Notes
Further Reading
Chapter 6 Step 3: The Strategy/Action Match
Perspectives on Strategy
Alternative Models for Considering Business Strategies
Ansoff Product-Market Growth Matrix
Developing the Strategy/Action Match
Strategy Options
Setting Marketing Objectives
Summary
Questions for Discussion
Notes
Chapter 7 Step 4: Determining Marketing Actions
Devising Tactics
Product/Service
Distribution
Pricing
Promotion
The Integrated Marketing Communications
Integrating Paid, Owned, and Earned Media
Advertising
Sales
Summary
Questions for Discussion
Notes
Chapter 8 Step 5: Integration of the Marketing Plan with the Business Plan and the Strategic Plan
The Necessity of Integration
Integration of Plans with Other Management Functions
Integration Within the Organization’s Portfolio
Summary
Questions for Discussion
Chapter 9 Step 6: The Approval and Monitoring Process
An End and A Beginning
Approval Process: Establishing Guidelines for Selecting Among Alternative Plans
Monitoring Systems
The Balanced Scorecard
The Need for Contingency Plans
Planning for Next Year
Summary
Questions for Discussion
Notes
Further Reading
Chapter 10 Conclusion
Strategy Versus Tactics
Planning Issues
The Future of Strategy and Marketing
Questions for Discussion
Notes
Appendix A
Appendix B
Appendix C
Index