A Marketer's Guide to Market Research
Take a strategic, data-driven approach to healthcare marketing
Specific to the unique needs of hospital and health system marketers, A Marketer’s Guide to Market Research: A Strategic Approach to Reach the Right Customers takes a strategic, data-driven approach to healthcare marketing. The authors explore different types of research, explain the market research process, and show you how to use this data to better reach your target audiences. Best practices and case studies from the healthcare field tie it all together.
Written by respected healthcare marketing experts, A Marketer’s Guide to Market Research gives you actionable information you can use today to:
- Define research goals, objectives, and expectations
- Determine the best methodology for your research project
- Develop realistic budgets for research initiatives
- Interpret and present research data effectively
- Apply research findings to your future marketing efforts
To reach customers, hospitals and healthcare systems must understand who these customers are, what they want, and how they make their decisions. But to gather meaningful and actionable information marketers must be sophisticated in their approach to market research. A Marketer’s Guide to Market Research will help you do just that.
Who will benefit from this book?
Healthcare marketing professionals responsible for conducting market research, including:
- VPs of marketing, communications, and public relations
- Chief marketing officers
- Marketing directors
- Communications directors
- Marketing managers
About the authors
C. David Shepherd, PhD, professor of marketing, Georgia Southern University and director of the university’s Center for Excellence in Sales & Sales Management. With a specialty in healthcare marketing, customer service, and personal sales research, Shepherd has published numerous articles on healthcare marketing and is on the Editorial Review Boards of several academic publications. Before beginning his academic career, Shepherd worked in sales and sales management positions. He currently serves as executive director of the National Conference in Sales Management and has held leadership roles in the American Marketing Association’s Sales Special Interest Group.
Daniel Fell, executive vice president, Neathawk Dubuque & Packett. A 20-year veteran of healthcare marketing and a frequent speaker and author, Fell is an active member of the American Marketing Association and the American College of Healthcare Executives. He serves on the advisory board of the Georgia Southern University Center for Excellence in Sales and Sales Management, is a past board member of the Society for Healthcare Strategy and Market Development, and is past president of the Tennessee Society for Healthcare Marketing and Public Relations.
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