Branding Health Services: Defining Yourself in the Marketplace [Hardcover]

Gil Bashe (Editor), Nancy J. Hicks (Editor), Amy Ziegenfuss (Editor)

Book Description

Publication Date: March 15, 2000 | ISBN-10: 0834211750 | ISBN-13: 978-0834211759 | Edition: 1st

This is the first book to explore how to create, protect and enhance brands in the health service industry. Students will explore the use of branding in other industries, and the evolution of marketing differences between product and services branding. Examples of case studies include creating a brand from a new identity, protecting and enhancing a power brand, branding product lines, international brand extension, and the effect operational decisions can have on branding. Each chapter ends with a "Lessons Learned" section providing the reader with a ready-to-use toolbox of branding tips.

Product Details

• Hardcover: 250 pages
• Publisher: Aspen Pub; 1st edition (March 15, 2000)
• Language: English
• ISBN-10: 0834211750
• ISBN-13: 978-0834211759
• Product Dimensions: 10.2 x 7.2 x 0.8 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 2.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #1,286,530 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

2.0 out of 5 stars Branding Health Setrvices, March 19, 2009

By 

Susan "Health care executive" (The West) - See all my reviews

This review is from: Branding Health Services: Defining Yourself in the Marketplace (Hardcover)

I found some useful information in the book. However I believe that the cost of the book is far greater than the value.