PRAISE FOR STRATEGIC MARKETING FOR HEALTH CARE ORGANIZATIONS Kotler, Stevens, & Shalowitz have created an essential source of graduate student learning and application in this revised text. Reinforcing established marketing models into the dynamic health care industry will position MBA, MHA, and MPH students to contribute immediately to the field. Health care providers, payers, life sciences companies, and public agencies and institutions must see marketing as a tool to understand and put the patient first. This text on market analyses and user-centricity does just that.--Leah J. Vriesman, Executive Director & Professor of Executive Programs in Health Policy & Management, and Co-Director of the Center for Healthcare Management at the UCLA Fielding School of Public Health The second edition of Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System continues the outstanding legacy established by the first. In this comprehensively updated work, Kotler, Stevens, and Shalowitz clearly and convincingly present core foundations and cutting-edge insights, bringing the theory and practice of health care marketing to life. Its accessible, yet rigorous style suits health and medical academics, executives, and students alike, providing rich education and enlightenment. A true masterpiece of the discipline, it should be considered required reading for anyone serious about health care marketing.--John L. Fortenberry, Jr., Professor and Chair, Elrod Department of Health Administration, LSU Shreveport, and Vice President of Marketing Strategy and Planning, Willis-Knighton Health System