Rod SheaffThis comprehensive book covers the main aspects of marketing and describes how conventional marketing methods can be adapted for use in healthcare and publicly funded systems responsible for health promotion and health service planning. The book shows how successful marketing can be put into practice. The material is organized according to the different type of marketing task found in healthcare systems: healthcare purchasing, health promotion, public hospital provision, primary care and consumer research. Responsive Healthcare focuses mainly on the British health system and its recent reforms, but the general themes and lessons to be learned are applicable worldwide.
Published by Open University Press ISBN 0 335 19966 6. 19 pounds 99p www.openup.co.ukÂ <http://www.openup.co.uk