Structura pe capitole:
1. THE CONCEPT OF HEALTH AND THE HEALTH CARE SYSTEM
2. MARKETING CONCEPT
3. HEALTH CARE MARKETING
4. DATA IN MARKETING. DATA IN HEALTH CARE MARKETING
5. PRODUCT POLICY IN HEALTH CARE ORGANISATIONS
6. PRICE POLICY IN HEALTH CARE ORGANISATIONS
7. DISTRIBUTION POLICY IN HEALTH CARE ORGANISATIONS
8. PROMOTION POLICY IN HEALTH CARE ORGANISATIONS
9. PERSONNEL POLICY IN HEALTH CARE ORGANISATIONS
10. ONLINE MARKETING IN HEALTH CARE SERVICES
11. HEALTH CARE SOCIAL MARKETING
12. EXPERIENTIAL MARKETING AND ELECTRONIC WORD-OF-MOUTH (e-WOM) IN HEALTH CARE SERVICES
13. NEUROMARKETING IN HEALTH CARE SERVICES
