Download or read book Cases in Health Care Marketing written by John L. Fortenberry and published by Jones & Bartlett Learning. This book was released on 2011 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cases in Health Care Marketingfeatures over 30 case studies that explore real-world scenarios faced by healthcare marketing executives. Divided into seven sections, the book covers issues in product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.