University Library: MHACB/506: Ethical Marketing: The New Health Care Economics: Competency 1

Fundamentals of Marketing

Stone, M. A., & Desmond, J. (2007). Introduction: A functionalist approach to marketing. Fundamentals of Marketing, xxiv-xxv.
Stone, M. A., & Desmond, J. (2007). Chapter 1: Development and scope of the subject. Fundamentals of Marketing, 1-19.
Stone, M. A., & Desmond, J. (2007). Chapter 2: Strategic planning and the planning process. Fundamentals of Marketing, 20-42.

Marketing and Economics in Health Care

Anderson, S., Rayburn, S. W., & Sierra, J. J. (2018). Future thinking: The role of marketing in healthcare. European Journal of Marketing, 53(8), 1521-1545.
Castellucci, M. (2017). Hospitals in systems fare better in value-based climate versus their independent peers. Modern Healthcare, Supplement 100, S002.
Evans, M. (2015). Hospitals face closures as 'a new day in healthcare' dawns. Modern Healthcare, 45(8), 8.
Evans, M. (2016). Healthcare economics: Slower growth from insurance expansion ... increased wages ... expensive specialty drugs. Modern Healthcare, 46(1), 21.
Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132-135.
Spetz, J. (1999). Victor Fuchs on health care, ethics, and the role of nurses. Image -- the Journal of Nursing Scholarship, 31(3), 255.
Tootelian, D. H., Mikhailitchenko, A., Holst, C., & Gaedeke, R. M. (2016). How much segmentation is needed in the health care marketplace? An exploratory study of HMO and non-HMO customers. Health Marketing Quarterly, 33(1), 31-47.

Commoditization of Health Care

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