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Health Care Marketing: Tools and Techniques

Health Care Marketing: Tools and Techniques - 3rd edition

ISBN13: 978-0763763275

Cover of Health Care Marketing: Tools and Techniques 3RD 09 (ISBN 978-0763763275)
ISBN13: 978-0763763275
ISBN10: 0763763276
Cover type: Hardback
Edition/Copyright: 3RD 09
Publisher: Jones & Bartlett Publishers
Published: 2009
International: No
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Health Care Marketing: Tools and Techniques - 3RD 09 edition

ISBN13: 978-0763763275

John L. Fortenbery

ISBN13: 978-0763763275
ISBN10: 0763763276
Cover type: Hardback
Edition/Copyright: 3RD 09
Publisher: Jones & Bartlett Publishers

Published: 2009
International: No
Summary

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

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