In today"s competitive environment, healthcare leaders cannot succeed by cutting costs alone. Marketing, sales, and service can have a major effect on the long-term success of your organization. This new book is a collection of practical tools and techniques that you can put to work in your organization. Written for the busy executive, this concise book covers the key concepts and provides strategies for setting organizational direction in these three critical areas of healthcare management. O"Malley offers ways to increase your bottom line while focusing on how to meet and exceed the needs of your patients and customers.