Product Description: The authors explore the social-desirability response set--a type of habitual response preference identifiable in personality testing. The "intuitive plausibility" of this test response distortion led the authors to undertake research to determine if it supported the theory that people describe themselves in favorable terms to obtain the approval of others...read more

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Product Description: This hands-on guidebook offers a wealth of practical information that will help you create a successful marketing plan, whatever the size or degree of complexity of your healthcare organization. Learn how to perform a market audit, use market audit results to determine a market position and formulate market strategies, develop quantifiable marketing objectives, and create a marketing action plan...read more

Product Description: Your campaign's on the market. Your marketing budget is spent. Your CEO wants results. How do you make your numbers measure up? More than ever before, marketers are being held accountable for the results of their efforts in the healthcare industry...read more