Dr. Eric N. Berkowitz is a distinguished academic whose scholarship delves into the intricate world of marketing. His extensive research and teaching career have shaped the understanding of marketing principles and practices, offering valuable insights for students and professionals alike. Through his academic contributions, Berkowitz has cemented his legacy as a significant figure in the field of marketing education.
"Students of introductory Health Care Marketing courses need an engaging, informative, and up-to-date, understandable resource that explains the basic principles of marketing and strategy in a health care setting. With new content on social media and digital marketing, a thorough consideration of ethics, and more multimedia content, the new edition of Essentials of Health Care Marketing is the most current, comprehensive, and engaging Health Care Marketing text available"--
This edition employs a unique pedagogical approach that has evolved to meet changes in student learning preferences, the marketing discipline, and instructional technologies. Its high-engagement style features an easy-to-read, conversational tone that promotes active learning. The rigorous framework includes Learning Objectives, Reviews, and exercises, along with guidelines for building marketing plans and various case studies. Coverage spans both traditional and contemporary marketing concepts, supported by relevant examples. Integrated technology resources, such as Connect and LearnSmart with SmartBook, enhance the learning experience. The text emphasizes marketing decision-making through extended examples and videos of real-world scenarios. It also provides vivid descriptions of diverse businesses and professionals, allowing students to personalize their learning and explore career interests. Additionally, the content can be integrated with online course management systems like Blackboard and Moodle. The aim is to create an exceptional experience for both students and instructors, underpinned by a thorough assessment process that prioritizes engagement, leadership, and innovation in marketing education.
