Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector
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Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector

José Duarte Santos (Polytechnic Institute of Gaya, Portugal) and Inês Pereira (ISCAP, Polytechnic Institute of Porto, Portugal)
Pages: 300
ISBN13: 9781799872634|ISBN10: 1799872637|EISBN13: 9781799872641|DOI: 10.4018/978-1-7998-7263-4

Description

Due to Covid-19 the health economy, specifically the healthcare sector, has never been under as much pressure as it currently is today. This pressure has motivated organizations to reinvent themselves which in turn has driven their management and marketing efforts to become more active. Thus, there is a need for organizations to incorporate a stronger culture of management and marketing that allows these companies to define their course, optimize their resources, communicate efficiently and effectively with their stakeholders, and make their customers more present. This is an urgent need in the healthcare sector as its weight in the economy has increased greatly and organizations must now prepare for economic recovery.

The benefit of this book is the presentation of various aspects of management and marketing, such as strategy, operations management, quality management, human resources, brand management, digital marketing, content marketing, and customer experience. It is intended for marketers, brand managers, professionals, practitioners in the healthcare industry, researchers, academicians, and students.

Table of Contents and List of Contributors

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