ISBN-10:
0971741824
ISBN-13:
9780971741829
Pub. Date:
07/28/2005
Publisher:
Oxford Crest
Marketing Tools for Healthcare Executives / Edition 2

Marketing Tools for Healthcare Executives / Edition 2

by John L. Fortenberry Jr.

Hardcover

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Product Details

ISBN-13: 9780971741829
Publisher: Oxford Crest
Publication date: 07/28/2005
Edition description: Older Edition
Pages: 288
Product dimensions: 6.40(w) x 9.30(h) x 1.00(d)

Table of Contents

PREFACE
ACKNOWLEDGMENTS
PART ONE: PRODUCT DEVELOPMENT & PORTFOLIO ANALYSIS TOOLS
1. The Product Life Cycle
2. Booz, Allen & Hamilton�s New Product Process
3. Theodore Levitt�s Total Product Concept
4. The Boston Consulting Group�s Growth/Share Matrix
5. General Electric�s Strategic Business-Planning Grid
6. Igor Ansoff�s Product-Market Expansion Grid

PART TWO: BRANDING & IDENTITY MANAGEMENT TOOLS
7. Schmitt & Simonson�s Drivers of Identity Management
8. Calder & Reagan�s Brand Design Model
9. Martin Lindstrom�s 5-D Brand Sensogram
10. Lederer & Hill�s Brand Portfolio Molecule
11. Kevin Lane Keller�s Brand Report Card
12. David Taylor�s Brand Stretch Spectrum

PART THREE: TARGET MARKETING TOOLS
13. The Market-Product Grid
14. Kotler & Trias de Bes� Lateral Marketing Strategy
15. Kim & Mauborgne�s Blue Ocean Strategy
16. Philip Kotler�s Segment-by-Segment Invasion Plan
17. The Perceptual Map
18. Ries & Trout�s Product Ladder

PART FOUR: CONSUMER BEHAVIOR & PRODUCT PROMOTIONS TOOLS
19. Abraham Maslow�s Hierarchy of Needs
20. Everett Rogers� Diffusion of Innovations Model
21. The DAGMAR Marketing Communications Spectrum
22. Raphel & Raphel�s Loyalty Ladder
23. Bernd Schmitt�s CEM Framework
24. Osgood, Suci & Tannenbaum�s Semantic Differential

PART FIVE: ENVIRONMENTAL ANALYSIS & COMPETITIVE ASSESSMENT TOOLS
25. The PEST Analysis
26. The SWOT Analysis
27. Michael Porter�s Five Forces Model
28. Lehmann & Winer�s Levels of Competition Model
29. Mintzberg & Van der Heyden�s Organigraph

PART SIX: MARKETING MANAGEMENT TOOLS
30. Leonard Berry�s Success Sustainability Model
31. George Day�s Market Orientation Model
32. Blake & Mouton�s Sales Grid

PART SEVEN: MARKETING STRATEGY & PLANNING TOOLS
33. Michael Porter�s Value Chain
34. Michael Porter�s Generic Strategies
35. Kaplan & Norton�s Balanced Scorecard
36. Kaplan & Norton�s Strategy Map
37. Ries & Trout�s Marketing Warfare Strategies
38. Philip Kotler�s Marketing Plan

APPENDIX: AN INTRODUCTION TO MARKETING
GLOSSARY
REFERENCES
ABOUT THE AUTHOR

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