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O marketing pode ser definido de várias maneiras, e muitos estudiosos e profissionais têm contribuído com diferentes definições ao longo dos anos. A American Marketing Association, uma renomada associação profissional que se dedica ao estudo e à prática do marketing, define o marketing como “a atividade, conjunto de instituições e processos para criar, comunicar, entregar e trocar ofertas que tenham valor para consumidores, clientes, parceiros e sociedade em geral" (AMA, s.d, sp.).

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Capítulo 1 - O marketing e suas vertentes
1.1 Aplicação do marketing na prestação de serviços
1.2 O marketing e as implicações nos serviços de saúde: legislação e portarias
Capítulo 2 - Aspectos Mercadológicos em Saúde
2.1 Caracterização de serviços em saúde em marketing
2.2 Preço e valor em serviços de saúde
2.3 A entrega dos serviços de saúde no contexto mercadológico
2.4 A comunicação em serviços de saúde
Capítulo 3 - Comportamento do Consumidor
3.1 Código de Proteção e Defesa do Consumidor Aplicado aos Serviços de Saúde
3.2 Programas de relacionamento
3.3 Lei Geral de Proteção de Dados e as responsabilidades na relação empresa/cliente
Capítulo 4 - Mídias Digitais
4.1 As redes sociais
4.2 Impulsionamento de Conteúdos
4.3 Estratégias de Conteúdo
Capítulo 5 - Aplicativos e Soluções em marketing
5.1 CRM
5.2 Aplicativos para Criação de Conteúdos.
5.3 Geolocalização
5.4 A pesquisa em marketing

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