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Names: Thomas, Richard K., 1944– author. | Association of University Programs in Health
Administration, issuing body.
Title: Marketing health services / Richard K. Thomas.
Description: Fourth edition. | Chicago, Illinois : Health Administration Press ; Washington, DC
: Association of University Programs in Health Administration, [2020] | Includes
bibliographical references and index. | Summary: “This book explains the traditional and
contemporary approaches that healthcare marketers rely on and that enable healthcare
organizations to rise above current trends and turmoil to position themselves for the future
healthcare environment”— Provided by publisher.
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Subjects: MESH: Marketing of Health Services | Health Services Administration—economics |
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Classification: LCC RA410.56 (print) | LCC RA410.56 (ebook) | NLM W 74 AA1 | DDC
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BRIEF CONTENTS

Preface to the Fourth Edition......................................................................xv

Introduction............................................................................................xvii

Part I History and Concepts

Chapter 1. The Origin and Evolution of Marketing in Healthcare.......3

Chapter 2. Basic Marketing Concepts................................................35

Chapter 3. Marketing and the Healthcare Organization.....................67

Part II Healthcare Markets and Products

Chapter 4. The Nature of Healthcare Markets...................................95

Chapter 5. Healthcare Consumers and Consumer Behavior.............133

Chapter 6. Healthcare Products.......................................................169

Chapter 7. Factors in Health Services Utilization.............................197

Part III Healthcare Marketing Techniques

Chapter 8. The Changing Environment for Healthcare Marketing...229

Chapter 9. Marketing Strategies.......................................................267

Chapter 10. Health Communication..................................................305

Chapter 11. Traditional Marketing Techniques..................................347

Chapter 12. Contemporary Marketing Techniques............................387

Chapter 13. Social Media and Healthcare Marketing.........................419

Part IV The Marketing Endeavor

Chapter 14. Marketing Management.................................................449

v
 Chapter 15. Marketing Research........................................................473

Chapter 16. Marketing Planning........................................................503

Chapter 17. Marketing Data..............................................................521

Part V The Future of Healthcare Marketing

Chapter 18. A Look Ahead................................................................547

Glossary..................................................................................................561
References...............................................................................................577
Index......................................................................................................587
About the Author....................................................................................617
DETAILED CONTENTS

Preface to the Fourth Edition......................................................................xv

Introduction............................................................................................xvii

Part I History and Concepts

Chapter 1. The Origin and Evolution of Marketing in Healthcare.......3

The History of Marketing..................................................3
The Introduction of Marketing in Healthcare....................6
The Evolution of Healthcare Marketing.............................7
Why Healthcare Is Different from Other Industries..........15
Initial Barriers to Healthcare Marketing...........................23
Why Healthcare Marketing Requires a Unique
Approach.....................................................................27
Why Healthcare Should Be Marketed...............................30
Summary.........................................................................32
Key Points........................................................................32
Discussion Questions.......................................................33
Additional Resources........................................................34

Chapter 2. Basic Marketing Concepts................................................35

Defining Fundamental Concepts and Terms.....................35
Marketing Functions........................................................38
Marketing Techniques......................................................42
Case Study 2.1: Capturing the “Older Adult” Market......47
Marketing Approaches.....................................................49
Healthcare Products and Audiences.................................50
The Four Ps of Marketing................................................56
Other Marketing Processes...............................................62
Summary.........................................................................63
Key Points........................................................................64
Discussion Questions.......................................................64
Additional Resources........................................................65

vii
viii Det a iled C o n te n ts

Chapter 3. Marketing and the Healthcare Organization.....................67

Unique Attributes of Healthcare......................................67
Factors Affecting the Acceptance of Healthcare
Marketing....................................................................68
The Range of Marketing Experiences...............................71
Case Study 3.1: Low-Intensity Marketing........................77
Summary.........................................................................90
Key Points........................................................................91
Discussion Questions.......................................................92
Additional Resources........................................................92

Part II Healthcare Markets and Products

Chapter 4. The Nature of Healthcare Markets...................................95

Defining Markets.............................................................95
Delineating Market Areas...............................................106
Case Study 4.1: Capturing an Emerging Market.............108
Profiling Markets...........................................................113
From Mass Market to Micromarket................................119
Determining the Effective Market..................................120
Case Study 4.2: Determining the Effective Market.........121
The Changing Nature of Healthcare Markets.................126
Case Study 4.3: Is There Really a Market for It?.............127
Summary.......................................................................129
Key Points......................................................................130
Discussion Questions.....................................................130
Additional Resources......................................................131

Chapter 5. Healthcare Consumers and Consumer Behavior.............133

Who Are Healthcare Consumers?...................................133
The Variety of Healthcare Customers.............................136
International Healthcare Consumers..............................140
Case Study 5.1: Marketing Medical Tourism in Asia.......145
Market Segmentation for Healthcare Products...............148
Consumer Behavior........................................................155
Case Study 5.2: Using Consumer Engagement to
Encourage Wellness Behavior.....................................157
Consumer Decision-Making...........................................161
Summary.......................................................................165
Key Points......................................................................166
 D etailed C ontents ix

Discussion Questions.....................................................166
Additional Resources......................................................167

Chapter 6. Healthcare Products.......................................................169

Product Mix...................................................................169
Ways to Conceptualize Products....................................174
Case Study 6.1: Marketing an Urgent Care Center........175
Common Healthcare Products.......................................183
Summary.......................................................................194
Key Points......................................................................194
Discussion Questions.....................................................195
Additional Resources......................................................195

Chapter 7. Factors in Health Services Utilization.............................197

Conceptualizing Demand...............................................197
Factors Influencing Demand..........................................204
Measuring Utilization....................................................213
Predicting Demand........................................................218
Case Study 7.1: Using Lifestyle Analysis to Predict
the Use of Behavioral Health Services........................221
Summary.......................................................................223
Key Points......................................................................224
Discussion Questions.....................................................224
Additional Resources......................................................225

Part III Healthcare Marketing Techniques

Chapter 8. The Changing Environment for Healthcare

Marketing����������������������������������������������������������������� 229
The Medical Model of Health........................................229
An Evolving Environment..............................................231
The Role of Marketing...................................................238
The Failure of the Healthcare Paradigm.........................241
The Population Health Paradigm...................................243
Case Study 8.1: Using a Community Health Needs
Assessment to Improve Patient Care..........................257
Summary.......................................................................263
Key Points......................................................................264
Discussion Questions.....................................................265
Additional Resources......................................................266
x Det a iled C o n te n ts

Chapter 9. Marketing Strategies.......................................................267

What Is Strategy?...........................................................267
The Strategic Planning Process.......................................269
Case Study 9.1: A Marketing Inventory.........................271
Case Study 9.2: The State of the Practice.......................283
Developing the Strategy.................................................285
Selecting a Strategy........................................................286
Case Study 9.3: A SWOT Analysis for a Medical Clinic...... 287
Case Study 9.4: Hospital Strategy Development...............291
Branding as a Strategy....................................................297
Case Study 9.5: Establishing a Brand.............................301
Summary.......................................................................302
Key Points......................................................................303
Discussion Questions.....................................................304
Additional Resources......................................................304

Chapter 10. Health Communication..................................................305

The Nature of Communication......................................306
Factors Affecting the Evolution of Health
Communication.........................................................309
The Variety of Healthcare Customers.............................312
Health Communication and Health Behavior.................315
Case Study 10.1: Determining Consumer
Perceptions of Obesity...............................................316
Communication Sources................................................325
Components of Communication....................................327
The Communication Process..........................................329
Barriers to Communication............................................330
Approaches to Effective Communication........................333
The Health Communication Process..............................334
Summary.......................................................................343
Key Points......................................................................344
Discussion Questions.....................................................344
Additional Resources......................................................345

Chapter 11. Traditional Marketing Techniques..................................347

The Promotional Mix.....................................................347
Case Study 11.1: Using Direct-to-Consumer
Advertising to Increase Drug Sales............................361
Media Options...............................................................364
 D etailed C ontents xi

Social Marketing............................................................372
Case Study 11.2: The Texas WIC Program....................378
Integrated Marketing.....................................................380
Case Study 11.3: Integrated Marketing Strategy.............381
Summary.......................................................................383
Key Points......................................................................384
Discussion Questions.....................................................385
Additional Resources......................................................386

Chapter 12. Contemporary Marketing Techniques............................387

The New Approaches.....................................................387
Case Study 12.1: Using Business-to-Business Marketing
to Promote an Occupational Health Program............392
Internal Marketing.........................................................394
Case Study 12.2: Internal Marketing at SouthCoast
Rehabilitation Center................................................395
Case Study 12.3: Promoting Heart Health Using
Customer Relationship Management.........................405
Case Study 12.4: Hospital Takes Its Grand Opening
to Second Life...........................................................410
Consumer Engagement..................................................412
Limitations of Contemporary Marketing Techniques......415
Summary.......................................................................416
Key Points......................................................................416
Discussion Questions.....................................................417
Additional Resources......................................................418

Chapter 13. Social Media and Healthcare Marketing.........................419

The Basics of Social Media.............................................419
A Healthcare Consumer’s Tool......................................421
Case Study 13.1: Virginia Blood Services’
Facebook Events........................................................424
A Modern Marketer’s Medium.......................................425
Healthcare Consumers’ Use of Social Media..................430
Patient-Oriented Websites..............................................431
The Value of Social Media Engagement.........................433
Case Study 13.2: Hello Health: A Successful
Cybermedicine Model...............................................439
Monitoring Social Media................................................440
Social Media and Ethical Issues in Healthcare................440
xii Det a iled C o n te n ts

Summary.......................................................................443
Key Points......................................................................444
Discussion Questions.....................................................445
Additional Resources......................................................445

Part IV The Marketing Endeavor

Chapter 14. Marketing Management.................................................449

The Importance of Marketing Management . ................449
Steps in a Marketing Campaign......................................450
Participants in the Marketing Management Process........458
Departments in the Marketing Function........................463
The Marketing Budget...................................................464
Return on Investment....................................................466
Case Study 14.1: Measuring ROI for a Marketing
Campaign..................................................................468
Summary.......................................................................469
Key Points......................................................................471
Discussion Questions.....................................................471
Additional Resources......................................................472

Chapter 15. Marketing Research........................................................473

The Scope of Marketing Research..................................473
Steps in the Marketing Research Process........................479
Case Study 15.1: Market Share Analysis for a
Physician Practice......................................................483
Primary Research Methods.............................................489
Case Study 15.2: Applying Quantitative and Qualitative
Research to a Community Health Initiative...............490
Summary.......................................................................499
Key Points......................................................................500
Discussion Questions.....................................................500
Additional Resources......................................................501

Chapter 16. Marketing Planning........................................................503

The Nature of Marketing Planning.................................503
Levels of Planning..........................................................504
The Marketing Planning Process....................................505
Case Study 16.1: Sample Goals, Objectives,
and Actions...............................................................512
 D etailed C ontents xiii

Case Study 16.2: Marketing Planning for a New

Program....................................................................514
Summary.......................................................................518
Key Points......................................................................518
Discussion Questions.....................................................519
Additional Resources......................................................519

Chapter 17. Marketing Data..............................................................521

The Data Challenge.......................................................521
Data Dimensions............................................................523
Data Generation Methods..............................................527
Case Study 17.1: Generating Population Data for
Marketing Planning...................................................534
Case Study 17.2: Methodology for Estimating Health
Services Demand.......................................................536
Sources of Data for Healthcare Marketing......................539
Summary.......................................................................542
Key Points......................................................................542
Discussion Questions.....................................................543
Additional Resources......................................................543

Part V The Future of Healthcare Marketing

Chapter 18. A Look Ahead................................................................547

Where Healthcare Marketing Is Today...........................547
Current Trends That Could Affect Future Practices.......549
Seizing Market Opportunities........................................554
Anticipated Growth Areas..............................................555
Summary.......................................................................558
Key Points......................................................................559
Discussion Questions.....................................................559
Additional Resources......................................................560

Glossary..................................................................................................561
References...............................................................................................577
Index......................................................................................................587
About the Author....................................................................................617
PREFACE TO THE FOURTH EDITION

S
ince the publication of the third edition of Marketing Health Services
five years ago, the world of healthcare has changed significantly—and
with it, the practice of healthcare marketing. At that time, healthcare
had just entered the era of the Affordable Care Act (ACA), the most signifi-
cant healthcare reform in decades. Since then, the healthcare arena has seen
the emergence of value-based reimbursement, with all that implies. Simulta-
neously, population health management has come to the fore, with its
emphasis on community health rather than individual patient care. All of
these developments have served to turn the healthcare system on its head.
At the same time, the role of marketing has changed in response, dem-
onstrating once again its indispensability during the uncertain times between
the implementation of new rules and processes and the rush to adopt compli-
ant strategies and adjust existing practices. In each case, the paradigm shifts
in healthcare marketing have offered an opportunity to adapt to a changing
environment.
This book, like the first three editions, enumerates the forces that are
changing the healthcare environment and challenging the healthcare estab-
lishment. It chronicles the evolution of healthcare marketing—from a field
purely associated with advertising and promotion to one that counts research,
education, and strategy formulation as major responsibilities.
Since the 1970s when marketing was first introduced into healthcare,
the field has gone through a series of highs and lows. The acceptance of
marketing as a legitimate activity by healthcare organizations in the 1980s
represented a milestone. At that time, healthcare organizations began to
establish marketing departments, set marketing budgets, create new positions
dedicated to marketing functions, and adopt marketing concepts and meth-
ods from other industries while realizing that the marketing of healthcare was
much different from the marketing of other goods and services.
Through the 1990s and 2000s, healthcare marketing continued to
prove itself a legitimate organizational function. More full-service marketing
departments were being established in-house, and a cadre of professional
marketers was elevated to the board room as partners in administration.

xv
xvi Prefa c e t o th e Fo u r th E d i ti o n

Sophisticated and healthcare-specific marketing techniques were developed

and implemented. This proliferation of marketers dedicated to the business of
healthcare imparted several lessons that still resonate today. First, marketing
is so much broader than mass media advertising. Second, understanding the
market in which the business operates, the customers who live in that market
area, and those customers’ needs, wants, behaviors, and motivations is criti-
cal. Third, marketing should drive the strategic direction of the organization
and not vice versa, as was historically the case.
Although healthcare marketing has adopted concepts and methods
from other industries, it continues to be distinguished from the marketing
that takes place in other sectors. Its methods must be unique and appropriate
for healthcare products and their consumers—not a copy of the prevailing
techniques used in other industries. This book walks readers through the tra-
ditional and contemporary approaches that healthcare marketers rely on and
that enable healthcare organizations to rise above current trends and turmoil
to position themselves for the future healthcare environment.

Instructor Resources

This book’s instructor resources include an instructor’s manual,

updated and enhanced PowerPoint slides, answers to selected case
study questions, and a test bank.
For the most up-to-date information about this book and its
instructor resources, go to ache.org/HAP and search for the book’s
order code (2404I).
This book’s instructor resources are available to instructors who
adopt this book for use in their course. For access information, please
email [email protected].
 6 Ma rk et in g H e a l th Se r vi c e s

Stage 4: The Rise of the Electronic Age

At the turn of the twenty-first century, healthcare marketing—like market-
ing in other sectors of the economy—experienced an electronic revolution.
Electronically empowered consumers could now research, compare, and buy
health-related products on the internet and, with the advent of social media,
instantaneously share their healthcare experiences and opinions. In addition,
consumers could consult websites for information on medical conditions,
healthcare providers, and healthcare facilities. Healthcare organizations, too,
increasingly began to incorporate electronic health records and other secure
data systems into their operations. Healthcare organizations also started
interacting with their patients online—for example, through websites, blogs,
and social media.
Social media platforms such as Facebook—through profiles “owned”
by an organization, a provider, or an individual consumer—have become
forums for consumers to discuss the quality of care at a facility, a doctor’s
characteristics or expertise, general information about a provider or a group,
disease symptoms and diagnoses, treatment options, pricing or cost of ser-
Patient Protection vices, and healthcare industry news. For example, when the Patient Protec-
and Affordable tion and Affordable Care Act (ACA) was enacted in 2010, social networks
Care Act (ACA)
Legislation
were abuzz with information (and misinformation) on the healthcare
enacted in 2010 reform’s provisions and implementation. (Chapter 13 is devoted to social
that aimed to media, reflecting its ascendancy in American society.)
expand health
insurance coverage
and improve
healthcare delivery The Introduction of Marketing in Healthcare
and quality.
Healthcare did not adopt marketing approaches to any significant extent
until the 1980s, although some healthcare organizations in the retail and
supplier sectors had long employed marketing techniques to promote their
products. Long after other industries had adopted marketing, these activities
were still uncommon among organizations involved in patient care.
Nevertheless, some precursors to marketing were well established
in the industry. Every hospital and many other healthcare organizations
had long-standing public relations functions that disseminated information
about the organization and announced new developments (e.g., new staff,
equipment purchases). Public relations staff worked mainly with the media—­
issuing press releases, responding to requests for information, and dealing
with reporters when a negative event occurred.
Most large provider organizations also had communications functions,
often under the auspices of the public relations department. Communications
staff developed materials to disseminate to the public and to the employees
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On the Lessons in Proverbs. By R. C.

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NEW AND POPULAR PUBLICATIONS.

Life under an Italian Despotism!

LORENZO BENONI,
OR

PASSAGES IN THE LIFE OF AN

ITALIAN
One Vol., 12mo, Cloth—Price $1.00.

OPINIONS OF THE PRESS.

“The author of ‘Lorenzo Benoni’ is Giovanni Ruffini, a native of
Genoa, who effected his escape from his native country after the
attempt at revolution in 1833. His book is, in substance, an authentic
account of real persons and incidents, though the writer has chosen to
adopt fictitious and fantastic designations for himself and his
associates. Since 1833, Ruffini has resided chiefly (if not wholly) in
England and France, where his qualities, we understand, have
secured him respect and regard. In 1848, he was selected by Charles
Albert to fill the responsible situation of embassador to Paris, in which
city he had long been domesticated as a refugee. He ere long,
however, relinquished that office, and again withdrew into private life.
He appears to have employed the time of his exile in this country to
such advantage as to have acquired a most uncommon mastery over
the English language. The present volume (we are informed on good
authority) is exclusively his own—and, if so, on the score of style
alone it is a remarkable curiosity. But its matter also is curious.”—
London Quarterly Review for July.
“A tale of sorrow that has lain long in a rich mind, like a ruin in a fertile
country, and is not the less gravely impressive for the grace and
beauty of its coverings ... at the same time the most determined novel-
reader could desire no work more fascinating over which to forget the
flight of time.... No sketch of foreign oppression has ever, we believe,
been submitted to the English public by a foreigner, equal or nearly
equal to this volume in literary merit. It is not unworthy to be ranked
among contemporary works whose season is the century in which
their authors live.”—London Examiner.
“The book should be as extensively read as ‘Uncle Tom’s Cabin,’
inasmuch as it develops the existence of a state of slavery and
degradation, worse even than that which Mrs. Beecher Stowe has
elucidated with so much pathos and feeling.”—Bell’s Weekly
Messenger.
“Few works of the season will be read with greater pleasure than this;
there is a great charm in the quiet, natural way in which the story is
told.”—London Atlas.
“The author’s great forte is character-painting. This portraiture is
accomplished with remarkable skill, the traits both individual and
national being marked with great nicety without obtrusiveness.”—
London Spectator.
“Under the modest guise of the biography of an imaginary ‘Lorenzo
Benoni,’ we have here, in fact, the memoir of a man whose name
could not be pronounced in certain parts of northern Italy without
calling up tragic yet noble historical recollections ... its merits, simply
as a work of literary art, are of a very high order. The style is really
beautiful—easy, sprightly, graceful, and full of the happiest and most
ingenious turns of phrase and fancy.”—North British Review.
“This has been not unjustly compared to ‘Gil Blas,’ to which it is
scarcely inferior in spirited delineations of human character, and in the
variety of events which it relates. But as a description of actual
occurrences illustrating the domestic and political condition of Italy, at
a period fraught with interest to all classes of readers, it far transcends
in importance any work of mere fiction.”—Dublin Evening Mail.
 Memoirs of a Distinguished Financier.

FIFTY YEARS
IN BOTH HEMISPHERES;
OR, REMINISCENCES OF A MERCHANT’S LIFE.
By Vincent Nolte. 12mo. Price $1.25. [Eighth Edition]
The following, being a few of the more prominent names introduced in
the work, will show the nature and extent of personal and anecdotal
interest exhibited in its pages:—
Aaron Burr; General Jackson; John Jacob Astor; Stephen Girard; La
Fayette; Audubon; the Barings; Robert Fulton; David Parish; Samuel
Swartwout; Lord Aberdeen; Peter K. Wagner; Napoleon; Paul
Delaroche; Sir Francis Chantry; Queen Victoria; Horace Vernet; Major
General Scott; Mr. Saul; Lafitte; John Quincy Adams; Edward
Livingston; John R. Grymes; Auguste Davezac; General Moreau;
Gouverneur Morris; J. J. Ouvrard; Messrs. Hope & Co.; General
Claiborne; Marshal Soult; Chateaubriand; Le Roy de Chaumont; Duke
of Wellington; William M. Price; P. C. Labouchere; Ingres; Charles VI.,
of Spain; Marshal Blucher; Nicholas Biddle; Manuel Godoy; Villele;
Lord Eldon; Emperor Alexander, etc. etc.
“He seldom looks at the bright side of a character, and dearly loves—
he confesses it—a bit of scandal. But he paints well, describes well,
seizes characteristics which make clear to the reader the nature of the
man whom they illustrate.”
The memoirs of a man of a singularly adventurous and speculative turn, who
entered upon the occupations of manhood early, and retained its energies
late; has been an eye-witness of not a few of the important events that
occurred in Europe and America between the years 1796 and 1850, and
himself a sharer in more than one of them; who has been associated, or an
agent in some of the largest commercial and financial operations that British
and Dutch capital and enterprise ever ventured upon, and has been brought
into contact and acquaintance—not unfrequently into intimacy—with a number
of the remarkable men of his time. Seldom, either in print or in the flesh, have
we fallen in with so restless, versatile and excursive a genius as Vincent
Nolte, Esq., of Europe and America—no more limited address will sufficiently
express his cosmopolitan domicile.—Blackwood’s Magazine.
As a reflection of real life, a book stamped with a strong personal character,
and filled with unique details of a large experience of private and public
interest, we unhesitatingly call attention to it as one of the most note-worthy
productions of the day.—New York Churchman.
Our old merchants and politicians will find it very amusing, and it will excite
vivid reminiscences of men and things forty years ago. We might criticise the
hap-hazard and dare-devil spirit of the author, but the raciness of his
anecdotes is the result of these very defects.—Boston Transcript.
His autobiography presents a spicy variety of incident and adventure, and a
great deal of really useful and interesting information, all the more acceptable
for the profusion of anecdote and piquant scandal with which it is
interspersed.—N. Y. Jour. of Commerce.
Not the least interesting portion of the work, to us here, is the narration of
Nolte’s intercourse with our great men, and his piquant and occasionally ill-
natured notice of their faults and foibles.—N. Y. Herald.
It is a vivid chronicle of varied and remarkable experiences, and will serve to
rectify the errors which too often pass among men as veritable history.—
Evening Post.
The anecdotes, declamations, sentiments, descriptions, and whole tone of the
book, are vivacious and genuine, and, making allowance for obvious
prejudices, graphic and reliable. To the old it will be wonderfully suggestive, to
the young curiously informing, and to both rich in entertainment.—Boston
Atlas.
As an amusing narrative, it would be difficult to find its superior; but the book
has peculiar interest from the freedom with which the author shows up our
American notorieties of the past forty years.—Courier.

THE UNITED STATES JAPAN

EXPEDITION.
An Account of Three Visits to the Japanese
Empire, with Sketches of Madeira, St. Helena, Cape of Good Hope,
Mauritius, Ceylon, Singapore, China, and Loo-Choo. By Col. J. W.
Spalding, of the United States Steam Frigate Mississippi, Flag-ship of
the Expedition, with eight Illustrations in Tint. 12mo., cloth, $1 25.
The book embraces a novel field in “Japan,” and a wide one in the world, but
the author has made a long voyage seem a short one, in the interest which
his graphic and instructive pen has thrown about every league of his progress.
The style is flowing and animated—Japan and the Japanese are dashed off in
life-like pictures. We advise all who have the slightest curiosity to become
acquainted with that secluded and remarkable people, and to obtain a
connected and spirited account of the great American Expedition to Japan, to
purchase the admirable work of Col. Spalding.—Rich. Dispatch.
Col. Spalding is a man whose character in the community in which he has
heretofore resided places him above suspicion, so that his narrative may be
implicitly trusted. He is withal a racy writer, and a person gifted with very
uncommon powers of observation.—Baltimore Patriot.
It describes all that the intelligent author saw, in a clear and very agreeable
manner, and mentions many things of a personal character, which, of course,
would form no part of an official report.—Baltimore American.
There is a freshness and vividness in his descriptions which makes the book
more than commonly attractive.—Puritan Recorder.
Mr. Spalding writes with great ease and perspicuity. His powers of description
are fully adequate to any occasion which requires their exertion, as is
abundantly evidenced in the present work.—Petersburg Intelligencer.
A very readable journal of the Japan Expedition, by an officer which, though
aiming only at re-producing the impressions of the writer’s mind, gives a good
view of the strange scenes and characters which the opening of that country
disclosed.—N. Y. Evan.
Mr. Spalding’s work gives the results of his observations precisely as they
occurred to him at the time, his mind being singularly unbiassed by the
enthusiasm of those by whom he was surrounded. He looks upon things with
a cool, discriminating eye, neither over-estimating nor undervaluing the
advantages of our new relations.—N. Y. Herald.
It is the first account of Perry’s Expedition, and will always be more popular
than any government report.—St. Louis Leader.

“Every Inch a King.”—Harper’s Magazine.

The Private Life of an Eastern King, from the

MS. of a member of the household of his late Majesty, Nussir-u-Deen,
King of Oude. By Wm. Knighton, author of “Forest Life in Ceylon,”
&c. 12mo., cloth, 75 cents.
The whole story reads like a lost chapter from the Arabian Nights.—Lon.
Athenæum.
Gives a better insight into purely eastern manners than any work we know of.
—London News of the World.
 This amusing volume lets the reader very much behind the scenes, as
regards haut ton in Asia. Since the appearance of the Arabian Nights, there
has been no such exposition of the sayings and doings of eastern royalty.—N.
Y. Daily Times.
Lucknow, the capital, is noted for its extraordinary menagerie of wild animals,
and one of the chief amusements of the court appears to have been to
witness them fight. Some very exciting contests are narrated, and the book
contains much of interest to the sportsman. It also conveys a vivid picture of
eastern manners, as seen in all their familiarity; and some of the adventures
recorded are scarcely less wonderful than those of Hajji Baba.—Boston
Traveller.
The career of the cabin-boy barber, who exercised such great influence over
the crown, and so much to his own advantage, having amassed the sum of
£240,000 before he returned, is a very curious one, and well told. On the
whole, this is one of the most amusing books of the season.—Boston
Telegraph.
He lifts the curtain and unfolds the minutiæ of the daily life of an absolute
sovereign. We learn more of eastern manners and Hindoo peculiarities than
from stately historians or elaborate geographies. We can commend it as an
entertaining volume.—Religious Herald Richmond. Va.

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