Health Care Marketing: Tools and Techniques

A HeadDedication
Acknowledgments
A HeadAbout the Author
Preface
A HeadNew to This Edition
PartOne Product Development & Portfolio Analysis Tools
Chapter1 The Product Life Cycle
Chapter2 Booz, Allen & Hamilton's New Product Process
Chapter3 George Day's R-W-W Screen
Chapter4 Theodore Levitt's Total Product Concept
Chapter5 The Boston Consulting Group's Growth/Share Matrix
Chapter6 General Electric's Strategic Business-Plan ning Grid
Chapter7 Igor Ansoff 's Product-Market Expansion Grid
PartTwo Branding & Identity Management Tools
Chapter8 Schmitt & Simonson's Drivers of Identity Management
Chapter9 Calder & Reagan's Brand Design Model
Chapter10 Martin Lindstrom's 5-D Brand Sensogram
Chapter11 Lederer & Hill's Brand Portfolio Molecule
Chapter12 Kevin Lane Keller's Brand Report Card
Chapter13 David Taylor's Brand Stretch Spectrum
PartThree Target Marketing Tools
Chapter14 The Market-Product Grid
Chapter15 Kotler & Trias de Bes' Lateral Marketing Strategy
Chapter16 Kim & Mauborgne's Blue Ocean Strategy
Chapter17 Philip Kotler's Segment-by-Segment Invasi on Plan
Chapter18 The Perceptual Map
Chapter19 Ries & Trout's Product Ladder
PartFour Consumer Behavior & Product Promotions Tools
Chapter20 Abraham Maslow's Hierarchy of Needs
Chapter21 Everett Rogers' Diffusion of Innovations Model
Chapter22 The DAGMAR Marketing Communications Spectrum
Chapter23 Raphel & Raphel's Loyalty Ladder
Chapter24 Bernd Schmitt's CEM Framework
Chapter25 Osgood, Suci, & Tannenbaum's Semantic Differential
PartFive Environmental Analysis & Competitive Assessment Tool
Chapter26 The PEST Analysis
Chapter27 The SWOT Analysis
Chapter28 Michael Porter's Five Forces Model
Chapter29 Lehmann & Winer's Levels of Competition Model
Chapter30 Mintzberg & Van der Heyden's Organigraph
PartSix Marketing Management Tools
Chapter31 Leonard Berry's Success Sustainability Model
Chapter32 George Day's Market Orientation Model
Chapter33 Blake & Mouton's Sales Grid
PartSeven Marketing Strategy & Planning Tools
Chapter34 Michael Porter's Value Chain
Chapter35 Michael Porter's Generic Strategies
Chapter36 Kaplan & Norton's Balanced Scorecard
Chapter37 Kaplan & Norton's Strategy Map
Chapter38 Ries & Trout's Marketing Warfare Strategies
Chapter39 Philip Kotler's Marketing Plan
A HeadAppendix An Introduction to Marketing
A HeadGlossary
A HeadReferences
A HeadIndex