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You are here > Home > Reading Lists > Health Administration > Career Opportunities in Health Care Management: Perspectives from the Field Health Care Marketing: Tools and Techniques, 3rd Edition John L. Fortenberry Jr., MBA, PhD Hardcover, 311 pages ISBN: 0763763276 9780763763275 Jones & Bartlett February 2009 (click the button below for the very best available price) 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. The book is organized with these topics: Product Development & Portfolio Analysis Tools 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 General Electric’s Strategic Business-Planning Grid Igor Ansoff’s Product-Market Expansion Grid Branding & Identity Management Tools Schmitt & Simonson’s Drivers of Identity Management Calder & Reagan’s Brand Design Model Martin Lindstrom’s 5-D Brand Sensogram Lederer & Hill’s Brand Portfolio Molecule Kevin Lane Keller’s Brand Report Card David Taylor’s Brand Stretch Spectrum Target Marketing Tools The Market-Product Grid Kotler & Trias de Bes’ Lateral Marketing Strategy Kim & Mauborgne’s Blue Ocean Strategy Philip Kotler’s Segment-by-Segment Invasion Plan The Perceptual Map Ries & Trout’s Product Ladder Consumer Behavior & Product Promotions Tools Abraham Maslow’s Hierarchy of Needs Everett Rogers’ Diffusion of Innovations Model The DAGMAR Marketing Communications Spectrum Raphel & Raphel’s Loyalty Ladder Bernd Schmitt’s CEM Framework Osgood, Suci & Tannenbaum’s Semantic Differential Environmental Analysis & Competitive Assessment Tools The PEST Analysis The SWOT Analysis Michael Porter’s Five Forces Model Lehmann & Winer’s Levels of Competition Model Mintzberg & Van der Heyden’s Organigraph Marketing Management Tools Leonard Berry’s Success Sustainability Model George Day’s Market Orientation Model Blake & Mouton’s Sales Grid Marketing Strategy & Planning Tools Michael Porter’s Value Chain Michael Porter’s Generic Strategies Kaplan & Norton’s Balanced Scorecard Kaplan & Norton’s Strategy Map Ries & Trout’s Marketing Warfare Strategies Philip Kotler’s Marketing Plan Appendix: An Introduction to Marketing Glossary References 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 Click this link to preview a sample chapter: Chapter 1    John L. Fortenberry Jr., MBA, PhD, PhD serves as Health Administration Department Chair, MHA Program Director, James K. Elrod Professor of Health Administration, and Professor of Marketing in the College of Business at Louisiana State University in 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. 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