Fortenberry, John L. <br/><br/>
Health care marketing :  tools and techniques / 
John L. Fortenberry, Jr. 
 - 3rd ed. 
 - Sudbury, Mass. :  Jones and Bartlett Publishers,  c2010. 
 - xxiii, 311 p. :  ill. ;  24 cm. 
<br/><br/> Rev. ed. of.: Marketing tools for healthcare executives / John L. Fortenberry, Jr., 2nd ed., c2005. 
<br/><br/>Includes bibliographical references (p. 297-299) and index. 
<br/><br/>Part one.Product development & portfolio analysis tools -- 1.The product life cycle -- 2.Booz, Allen & Hamiltons\' new product process -- 3.George Day\'s R-W-W screen -- 4.Theodore Levitt\'s total product concept -- 5.The Boston consulting group\'s growth/share matrix -- 6.General Electric\'s strategic business-planning grid -- 7.Igor Ansoff\'s product-market expansion grid --  Part two.Branding & identity management tools -- 8.Schnitt & Simonson\'s drivers of identity management -- 9.Calder & Reagan\'s brand design model -- 10.Martin Lindstrom\'s 5-D brand sensogram -- 11.Lederer & Hill\'s brand portfolio molecule -- 12.Kevin Lane Keller\'s brand report  card -- 13.David Taylor\'s brand stretch spectrum -- Part three. Target marketing tools -- 14.The market-product grid -- 15.Kotler & Trias de Bes\'lateral marketing strategy -- 16.Kim & Mauborgne\'s blue ocean strategy -- 17.Philip Kotler\'s segment-by-segment invasion plan -- 18.The perceptual map -- 19.Ries & Trout\'s product ladder -- Part four: Consumer behavior & product promotion tools -- 20.Abraham Maslow\'s hierarchy of needs -- 21.Everett Rogers\' diffusion of innovations model -- 22.The DAGMAR marketing communications spectrum -- 23.Raphel & Raphel\'s loyalty ladder -- 24.Bernd Schmitt\'s CEM framework -- 25.Osgood, Suci, & Tannenbaum\'s sematic differential -- Part five.Environmental analysis & competitive assessment tools -- 26.The PEST analysis -- 27.The SWOT analysis -- 28.Michael Porter\'s five forces model -- 29.Lehmann & Winer\'s levels of competition model -- 30.Mintzbwerg & Van der Heyden\'s organigraph -- Part six.Marketing management ools -- 31.Leonard Berry\'s success sustainability model -- 32.George Day\'s market orientation model -- 33.Blake & Mouton\'s sales grid -- Part seven. Marketing strategy & planning tools -- 34.Michael Porter\'s value chain -- 35.Michael Porter\'s generic strategies -- 36.Kaplan & Norton\'s balanced scorecard -- 37.Kaplan & Norton\'s strategy map -- 38.Ries & Trout\'s maketing warfare strategies -- 39.Philip Kotler\'s marketing plan. 
<br/><br/><label>ISBN: </label>9780763763275 (casebound) 0763763276 (casebound) 
<br/><br/><label>LCCN: </label>2008028575 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Health services administration.<br/>Medical care--Marketing<br/>Medical administration & management<br/>Marketing of Health Services--methods
<br/><br/><label>LC Class. No.: </label>RA410.56  / .F675 2010 
<br/><br/><label>Dewey Class. No.: </label>362.10688 FOR