Healthcare marketing has not come of age; it has climbed to a level of prominence. Increased competition has pushed health care providers to understand better the marketplace in which they function, their clients, and their client’s motives. Marketing has become a recognized and recognized role in many healthcare organizations. This publication introduces healthcare leaders into the concepts they must understand to plan and establish an effective marketing initiative. It offers a thorough perspective of the marketing process, from evaluating market demands to developing a marketing effort to evaluating marketing campaigns. This edition discusses recent developments in health spas which are affecting the marketing of health services, in addition to modern marketing approaches.