Book: Strategic healthcare marketing

...This is an interesting and important up-to-date contribution to the health care sector in the Czech Republic. It is the first textbook that not only outlines those aspects of health care marketing that are important to the entire healthcare sector in the Czech Republic but also illustrates how these aspects need be applied. This is one of the real strengths of the book. The authors present a comprehensive and well-balanced approach to health care marketing applicable to the entire sector ranging from large health care facilities to small clinics operated by individual physicians. The book is based on well-known concepts and applications of marketing that have been used by health care professionals and providers in many successful applications in North America and Europe over the past twenty years. I recommend this book to anyone working in the health care field...

George Tesar, Ph.D. (Wisconsin)
Professor of Marketing and International Business
Umeå School of Business and Economics
Umeå University Sweden

Professor Emeritus
University of Wisconsin System