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Health Care Marketing: Tools and Techniques, Third Edition

Author(s): John L. Fortenberry Jr., MBA, PhD, PhD
Details:
  • ISBN-13: 9780763763275
  • Hardcover    311 pages      © 2010
Price: International Sales $97.95 US List
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Overview

Instructor Resources: Instructor's Manual, PowerPoints, TestBank

Written from the perspective of the healthcare marketing professional, Health Care Marketing: Tools and Techniques presents a series of 39 essential marketing tools and demonstrates their application in the health care environment.

Ideal for undergraduate and graduate courses in health care marketing or health care strategy, the tools cover a broad spectrum of topics including product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.

Each chapter focuses on a specific marketing tool and can be read as stand-alone presentation of the topic. Step-by-step guidelines take the reader through techniques that range from time-tested marketing classics to new models that will undoubtedly become classics in time. Examples include:

  •  The Product Life Cycle
  •  Booz, Allen & Hamilton’s New Product Process
  •  George Day’s R-W-W Screen
  •  Theodore Levitt’s Total Product Concept
  •  The Boston Consulting Group’s Growth/Share Matrix
  •  Igor Ansoff’s Product-Market Expansion Grid
  •  Calder & Reagan’s Brand Design Model
  •  Martin Lindstrom’s 5-D Brand Sensogram
  •  Kim & Mauborgne’s Blue Ocean Strategy
  •  Philip Kotler’s Segment-by-Segment Invasion Plan
  •  Bernd Schmitt’s CEM Framework
  •  Michael Porter’s Five Forces Model
  •  Leonard Berry’s Success Sustainability Model
  •  Blake & Mouton’s Sales Grid
  •  Kaplan & Norton’s Balanced Scorecard

ShowTable of Contents

  Preface   
  New to this Edition  
PART I PRODUCT DEVELOPMENT & PORTFOLIO ANALYSIS TOOLS  
  Chapter 1 The Product Life Cycle  
  Chapter 2 Booz, Allen & Hamilton’s New Product Process  
  Chapter 3 George Day’s R-W-W Screen  
  Chapter 4 Theodore Levitt’s Total Product Concept  
  Chapter 5 The Boston Consulting Group’s Growth/Share Matrix  
  Chapter 6 General Electric’s Strategic Business-Planning Grid  
  Chapter 7 Igor Ansoff’s Product-Market Expansion Grid  
PART II BRANDING & IDENTITY MANAGEMENT TOOLS  
  Chapter 8 Schmitt & Simonson’s Drivers of Identity Management  
  Chapter 9 Calder & Reagan’s Brand Design Model  
  Chapter 10 Martin Lindstrom’s 5-D Brand Sensogram  
  Chapter 11 Lederer & Hill’s Brand Portfolio Molecule  
  Chapter 12 Kevin Lane Keller’s Brand Report Card  
  Chapter 13 David Taylor’s Brand Stretch Spectrum  
PART III TARGET MARKETING TOOLS  
  Chapter 14 The Market-Product Grid  
  Chapter 15 Kotler & Trias de Bes’ Lateral Marketing Strategy  
  Chapter 16 Kim & Mauborgne’s Blue Ocean Strategy  
  Chapter 17 Philip Kotler’s Segment-by-Segment Invasion Plan  
  Chapter 18 The Perceptual Map  
  Chapter 19 Ries & Trout’s Product Ladder  
PART IV CONSUMER BEHAVIOR & PRODUCT PROMOTIONS TOOLS  
  Chapter 20 Abraham Maslow’s Hierarchy of Needs  
  Chapter 21 Everett Rogers’ Diffusion of Innovations Model  
  Chapter 22 The DAGMAR Marketing Communications Spectrum  
  Chapter 23 Raphel & Raphel’s Loyalty Ladder  
  Chapter 24 Bernd Schmitt’s CEM Framework  
  Chapter 25 Osgood, Suci & Tannenbaum’s Semantic Differential  
PART V ENVIRONMENTAL ANALYSIS & COMPETITIVE ASSESSMENT TOOLS  
  Chapter 26 The PEST Analysis  
  Chapter 27 The SWOT Analysis  
  Chapter 28 Michael Porter’s Five Forces Model  
  Chapter 29 Lehmann & Winer’s Levels of Competition Model  
  Chapter 30 Mintzberg & Van der Heyden’s Organigraph  
PARTVI MARKETING MANAGEMENT TOOLS  
  Chapter 31 Leonard Berry’s Success Sustainability Model  
  Chapter 32 George Day’s Market Orientation Model  
  Chapter 33 Blake & Mouton’s Sales Grid  
PART VII MARKETING STRATEGY & PLANNING TOOLS  
  Chapter 34 Michael Porter’s Value Chain  
  Chapter 35 Michael Porter’s Generic Strategies  
  Chapter 36 Kaplan & Norton’s Balanced Scorecard  
  Chapter 37 Kaplan & Norton’s Strategy Map  
  Chapter 38 Ries & Trout’s Marketing Warfare Strategies  
  Chapter 39 Philip Kotler’s Marketing Plan  
APPENDIX: AN INTRODUCTION TO MARKETING  
GLOSSARY   
REFERENCES  
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ShowAbout the Author(s)

John L. Fortenberry Jr., MBA, PhD, PhD

John L. Fortenberry, Jr. serves as Chair of the James K. Elrod Department of Health Administration, MHA Program Director, James K. Elrod Professor of Health Administration, and Professor of Marketing in the School of Business at LSU Shreveport where he teaches a variety of courses in both health administration and marketing. He received a BBA in Marketing from the University of Mississippi; an MBA from Mississippi College; a PhD in Public Administration and Public Policy, with concentrations in Health Administration, Human Resource Management, and Organization Theory, from Auburn University; and a PhD in Business Administration, with a major in Marketing, from the University of Manchester in the United Kingdom. Dr. Fortenberry’s academic research interests are centered on marketing, including the components of advertising, consumer behavior, and strategy. His specific sector interests include health, retail, and transportation industries. He is the author of six books, including Health Care Marketing: Tools and Techniques, published by Jones and Bartlett.

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