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Book Review: The Romantic Ethic and the Spirit of Modern Consumerism

A shortcoming of Marketing Strategies for Physicians is that the authors, by using frequent references to medical practices with occasional humor, may seem to be overly anecdotal and flippant. Also, Brown and Morley give the impression of "holding back" on the presentation of subject matter. One example is their limited discussion on determining the sample size for a marketing research survey. Cunningham and Koch present a weak strategic marketing orientation. Unlike Brown and Morley's discussion of a market plan, the authors appear to confuse mission with objectives and fail to identify specific strategies and tactics that could be used to meet stated objectives. Involving Physicians in Product Line Marketing, though well-written, may be difficult for novice readers to understand; consequently, they may not be able to move forward with product line marketing efforts without further marketing study. Folger and Gee present a very good product management approach, but unless a physician or administrator is favorably inclined toward the need for marketing-and is very knowledgeable about the discipline-the authors' enthusiastic presentation for marketing practice may be futile. Product Management for Hospitals could be of great value to the marketer who wants to become involved in the health care field. The book clearly explains how industry's experience and approach to product management provides a strong backdrop against which to set the stage for hospital product management. Folger and Gee also present a clear and straightforward discussion of the impact and importance of DRGs, as well as a good description of how hospitals differ from industry organizations in product lines, marketing databases, and the management of human resources. The authors use numerous examples for practitioners and also provide several case scenarios that further explain and illustrate test material in action. Because all three books are written for the professional, they would be good supplemental readings for practitioner training and development, as well as for persons interested in becoming familiar with the use of marketing in the health care field. Taken together, the three books offer practical policies and strategies to help any practicing physician or health care administrator cope efficiently and effectively with marketing in his or her organization.