AcknowledgmentsChapter 1: The 100-Year BrandChapter 2: Preserving a Patient-First LegacyChapter 3: Practicing Team MedicineChapter 4: Practicing Destination MedicineChapter 5: Partnering for LeadershipChapter 6: Hiring for Values-and TalentChapter 7: Orchestrating the Clues of QualityChapter 8: Creating, Extending, and Protecting the BrandChapter 9: Investing in Tomorrow's OrganizationChapter 10: Realizing Human PotentialIndex
A University Distinguished Professor of Marketing, Leonard L. Berry, PhD, holds the M.B. Zale Chair in Retailing and Marketing Leadership in the Mays Business School at Texas A&M University. He is also a Senior Fellow at the Institute for Healthcare Improvement, Cambridge, Massachusetts. Kent D. Seltman, PhD, is Emeritus Chair of Marketing at Mayo Clinic. He served as director of marketing at the Clinic from 1992 through 2006. With more than 25 years of experience in healthcare marketing, Dr. Seltman writes and lectures frequently on marketing and branding.