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Health Care Marketing Tools and Techniques

ISBN-10: 0763763276

ISBN-13: 9780763763275

Edition: 3rd 2010 (Revised)

Authors: John L. Fortenberry Jr.

List price: $143.95
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Description:

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: bull; The Product Life Cycle bull; Booz, Allen & Hamiltonrsquo;s New Product Process bull; George Dayrsquo;s R-W-W Screen bull; Theodore Levittrsquo;s Total Product Concept bull; The Boston Consulting Grouprsquo;s Growth/Share Matrix bull; Igor Ansoffrsquo;s Product-Market Expansion Grid bull; Calder & Reaganrsquo;s Brand Design Model bull; Martin Lindstromrsquo;s 5-D Brand Sensogram bull; Kim & Mauborgnersquo;s Blue Ocean Strategy bull; Philip Kotlerrsquo;s Segment-by-Segment Invasion Plan bull; Bernd Schmittrsquo;s CEM Framework bull; Michael Porterrsquo;s Five Forces Model bull; Leonard Berryrsquo;s Success Sustainability Model bull; Blake & Moutonrsquo;s Sales Grid bull; Kaplan & Nortonrsquo;s Balanced Scorecard
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Book details

List price: $143.95
Edition: 3rd
Copyright year: 2010
Publisher: Jones & Bartlett Learning, LLC
Publication date: 1/28/2009
Binding: Hardcover
Pages: 311
Size: 6.25" wide x 9.00" long x 0.75" tall
Weight: 1.232
Language: English