Overview

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

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9781449622213

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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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