"This book explores the diffusion of new marketing knowledge, tendencies, and qualitative and quantitative methods for brand management in the private, public, and social health sectors and examines the movement from healthcare as a priceless commodity to one that can be, and is, commodified"--.

• Cover
• Title Page
• Copyright Page
• Book Series
• Table of Contents
• Detailed Table of Contents
• Foreword
• Preface
• Acknowledgment
• Chapter 1: Role of Social Media in Hospital Branding
• Chapter 2: Hospitals as Social Brands
• Chapter 3: Branding and Marketing in the Pharmaceutical Industry
• Chapter 4: Pharmaceutical Promotion
• Chapter 5: Going for Silver-Senior Consumers' Reviews of Medical Tourism
• Chapter 6: Medical Tourism
• Chapter 7: The Importance of Happiness and Well-Being Experience in Health
• Chapter 8: Understanding the Brand Management and Rebranding Processes in Specific Contexts of Medical Tourism
• Chapter 9: The Brand NHS
• Chapter 10: A New Customer Brand Engagement Framework in Social Media
• Chapter 11: Consumer Decision Making From a Beloved Brand
• Compilation of References
• About the Contributors
• Index