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                <text>Public procurement is a central instrument to assist the efficient management of public resources. It supports the works and services of the government and can cover all acquisitions, including stationery, furniture, and temporary office staff as complex and high cost areas such as construction projects, aircraft carriers, and other private financial initiative projects. Similar to many other processes of ICT-enabled innovation, the introduction of e-procurement involves significant changes at the organizational level, arouses power struggles, challenges well-established supply networks, and implies modifications in culture and habits. This review critically reviews, the intricate issues involved electronic procurement system adoption, antecedents, prospects and challenges. A position is then presented on how these benefits can be harnessed and optimised efficiently to support healthcare supply chain management in Ghana.</text>
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of the NHIS in Accra. A content validated questionnaire and interview sections were used to seek relevant information from appropriate facility managers and scheme managers who matter in the NHIS.&#13;
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                <text>Healthcare services are considered the backbone of society and human wellness. The recent institutional transformations in the healthcare services have enormous potential for research and the&#13;
sector is fast becoming an exciting field of inquiry for marketing and management scholars. Given&#13;
that marketers are concerned about the creation of value for customers, one of the latest trends in&#13;
the healthcare sector in Africa is the application of tested and established principles of value creation in mainstream marketing to the healthcare sector. However, this remains a grey area which&#13;
requires a comprehensive understanding and application of mainstream marketing and management principles. As a result, this book presents contemporary and thoughtful insights to address&#13;
marketing and management related principles in healthcare delivery within the African context.&#13;
Healthcare services are considered the backbone of society and human wellness. In recent times,&#13;
these services have undergone extensive institutional transformation (Danaher and Gallan, 2016).&#13;
Within the context of this transformation, marketing, service quality and value creation enhance&#13;
the service experience of healthcare customers (Osei-Frimpong, 2016). For example, Sahoo and&#13;
Ghosh (2016) identified service delivery, amongst others, as a significant contributor to enhancing&#13;
customer satisfaction in private healthcare delivery. It is notable that the healthcare industry has&#13;
enormous potential and is fast becoming an exciting field of endeavour for marketing practitioners. Given that marketers are concerned about the creation of value for customers, one of the latest&#13;
trends in the healthcare sector is the application of tested and established principles of value creation in mainstream marketing to the healthcare sector.&#13;
Stremersch (2008) notes that the application of marketing to healthcare is a fascinating field&#13;
that will likely have more impact on society than any field of marketing. He further states that an&#13;
intrinsically unstable environment characterises this very relevant emerging field, hence raising&#13;
new questions. Changing regulations, discoveries and new health treatments continuously appear&#13;
and give rise to these questions. Furthermore, advancements in technology not only improve the&#13;
healthcare delivery systems but also provide avenues for customers to seek information regarding their health conditions and influence their participatory behaviours or changing roles in the&#13;
service delivery (Osei-Frimpong, Wilson and Lemke, 2018). Increasingly, there is a shift from the&#13;
doctor-led approach to a more patient-centred approach. About a decade ago, Kay (2007) argued&#13;
that healthcare organisations need to utilise marketing tools more effectively for customer information and assistance in their healthcare decisions. This effort can only be achieved by healthcare&#13;
2 Health Service Marketing Management in Africa&#13;
organisations that promote increased accessibility of care and improved quality of service. Kay&#13;
(2007) argued these points from the perspective of the US-based healthcare system described as&#13;
“market-based”.&#13;
In Africa, the importance of marketing-driven practices in improving the delivery of healthcare&#13;
services cannot be overemphasised. The issue of healthcare delivery and management is significant&#13;
for policymakers, private sector players and consumers of health-related services in developing&#13;
economy contexts. Scholars have strongly argued in favour of marketing and value creation in&#13;
healthcare service delivery in Africa (i.e. Wanjau, Muiruri and Ayodo, 2012; Mahmoud, 2016;&#13;
Osei-Frimpong 2016). For instance, in Ghana, Osei-Frimpong (2016) advocated for healthcare service providers to understand patient needs or goals and adopt a holistic engagement approach that&#13;
would result in positive experiences. Customer experience affects the perception of service quality and acceptability of healthcare services. In South Africa, Hasumi and Jacobsen (2014) found&#13;
that long waiting times, unavailable medications and staff who are perceived as being unfriendly&#13;
affected the acceptability of healthcare services. In Egypt, Shafei, Walburg and Taher (2015) identified areas of shortfall in service quality as including physician reliability, physician assurance,&#13;
nursing reliability and nursing assurance. In the Nigerian context, Adepoju, Opafunso and Ajayi&#13;
(2018) found that patients were not satisfied with the quality of service in most of the dimensions&#13;
assessed (i.e. assurance, reliability, tangibles, empathy and responsiveness). In a study on factors&#13;
affecting service quality in the public health sector in Kenya, Wanjau, Muiruri and Ayodo (2012)&#13;
found that low employee capacity, low technology adoption, ineffective communication channels&#13;
and insufficient funding affect service quality delivery to patients, thus influencing healthcare&#13;
service quality perceptions, patient satisfaction and loyalty. These examples of healthcare service&#13;
marketing research, in the present contexts, highlight the need to utilise marketing and value creation tools in the delivery of healthcare services. Furthermore, there is a need for the integration of&#13;
service marketing and management principles to enhance the delivery of quality healthcare across&#13;
Africa and other developing economies. Therein lies the critical importance of this book.&#13;
Drawing on the above discussions, this new book on Health Service Marketing Management&#13;
responds to calls for quality healthcare service management practices or processes from developing economy perspectives. Focusing primarily on Africa, this book covers seven thematic areas,&#13;
namely: Strategy in Healthcare; Marketing Imperatives in Healthcare Management; Product and&#13;
Pricing Management in Healthcare; Distribution, Marketing Communications and Branding in&#13;
Healthcare; People, Physical Evidence and Service Quality Management in Healthcare; Process&#13;
Management in Healthcare; and Technology in Healthcare.</text>
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                <text>This book contains information obtained from authentic and highly regarded sources. Reasonable efforts have been made&#13;
to publish reliable data and information, but the author and publisher cannot assume responsibility for the validity of all&#13;
materials or the consequences of their use. The authors and publishers have attempted to trace the copyright holders of&#13;
all material reproduced in this publication and apologize to copyright holders if permission to publish in this form has not&#13;
been obtained. If any copyright material has not been acknowledged please write and let us know so we may rectify in any&#13;
future reprint.&#13;
Except as permitted under U.S. Copyright Law, no part of this book may be reprinted, reproduced, transmitted, or utilized&#13;
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