Health Care Market Strategy: From Planning to Action, Fourth Edition, a standard reference for over 15 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. Put the concepts you learned in introductory marketing courses into action using the authors' own unique model--called the strategy/action match--from which you will learn how to determine exactly which tactics to employ in a variety of settings.

In this new edition, you'll also discover the latest practical applications for strategy development, the marketing planning process, challenges of a competitive marketplace, vision, and other critical aspects of health care marketing.

Other changes to the Fourth Edition:

- In light of the fast paced changes in the market, Chapter 3 is completely to include new health care delivery models, an examination of increasing competition, foreign competitors, and health care reform.
- Chapter 4 offers a more detailed link between the vision created in the board room and its connection to tactics in the marketing division. The authors provide models and methods to help organizations discuss and create clear and precise visions for their organizations.
- Chapter 6 and 7 include examples of health care charitable or public service work.
- The new edition also includes expanded Appendices B and C in order to give a much better understanding of what a typical market plan should look like.