Since its initial publication in 2002, Marketing Tools for Healthcare Executives has served as the essential marketing desk reference for healthcare executives, scholars, and students. Now in its second edition, Marketing Tools for Healthcare Executives 2/E is completely revised and significantly expanded. Improvements include an extended range of thirty-eight essential marketing tools, an updated introduction to marketing, and a comprehensive glossary of marketing terminology. Retaining its original format, each chapter of Marketing Tools for Healthcare Executives 2/E focuses on a specific marketing tool and can be read as a stand-alone document. The highly-detailed, step-by-step guidance and rich illustrations provided in the book make it a true application manual for those seeking guidance in healthcare marketing. The tools presented in this work 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; 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; and Kaplan & Norton’s Balanced Scorecard. Marketing Tools for Healthcare Executives 2/E provides essential guidance and thus serves as an indispensable resource for anyone engaged in healthcare marketing. More Reviews and Recommendations

John L. Fortenberry, Jr. is founder and President of Oxford Crest, a management and marketing education firm based in Oxford, Mississippi. Dr. Fortenberry founded Oxford Crest to provide management and marketing guidance to executives, scholars, and students through educational events and informative publications. In addition to his duties at Oxford Crest, Dr. Fortenberry serves as the James K. Elrod Professor of Health Administration at Louisiana State University in Shreveport. Dr. Fortenberry received his BBA from the University of Mississippi, his MBA from Mississippi College, and his Ph.D. from Auburn University.

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