Marketing Tools for Healthcare Executives, Second Edition
Marketing Tools for Healthcare Executives, Second Edition
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 ori
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(out of 2 reviews)
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Categories: Tools For Marketing
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Tags: Edition, Executives, Healthcare, Marketing, Second, Tools
Review by Susan C. Van Abs for Marketing Tools for Healthcare Executives, Second Edition
Rating:
While this book is focused on health care executives, I highly recommend it for others studying marketing or who are in an MBA program. It is a Compendium of excellent articles and tools by the biggest names in marketing and the psychology of marketing like Michael Porter, Phillip Kotler, The Boston Consulting Group and others.
This book gives you tools to help you through the following:
Product Development & Portfolio Analysis
Branding & Identity Management Tools
Target Marketing Tools
Consumer Behavior & Product Promotions Tools
Environmental Analysis & Competitive Assessment Tools
Marketing Management Tools
Marketing Strategy & Planning Tools
I used this book as a resource for doing my final project for my MBA which was putting together a market strategy for the Nashua Symphony.
This is a great resource.
Review by M. D. Minuth for Marketing Tools for Healthcare Executives, Second Edition
Rating:
Perhaps you are a manager who’s new to Marketing or maybe you’ve been out of school for awhile and sold your college texts. Or you’ve gotten rusty in the same marketing rut and don’t have time to crack open that 600 page academic snoozer. THIS book of How-To is easy to understand because it’s down to the basics – the theories of marketing as they relate directly to marketing tools – without pages and pages of explanations before making its point. Here’s the breakdown of the sections where the 30 tools will come in handy:
Part 1: Product Development & Portfolio Analysis Tools
Part 2: Target Marketing Tools
Part 3: Consumer Behavior & Product Promotions Tools
Part 4: Environmental Analysis & Competitive Assessment Tools
Part 5: Marketing Strategy & Planning Tools
And don’t forget the Appendix: Introduction To Marketing; Glossary, References, Appendix.
What’s a book without the traditional SWOT analysis – could never forget this one – but I forgot that I actually KNEW many of these models and how useful they can be! If you DON’T know what a SWOT is, you’ll understand it very easily. This book condenses a half dozen 20-pound college texts into an easy-to-understand 200+ page reference tool that many full time marketers don’t have time to read. And you don’t have to read it cover to cover – just pick the section that applies to your immediate need. This IS an “easy read” and even though Fortenberry applies the tools to the healthcare industry, it’s applicable to any service industry outside the healthcare microenvironment.
For the novice, the big names of the models may scare you such as:
> Leonard Berry’s Success Sustainability Model
> Ries & Trout Marketing Warfare Strategies
> Raphel & Raphel Loyalty Ladder
> The PEST analysis
> Philip Kotler’s Segment-by-Segment Invasion Plan
> The Blake & Mouton Sales Grid
> The Calder & Reagan Brand Design Model
> Michael Porter’s Five Forces Model
> The DAGMAR Marketing Communications Spectrum
… all the big names in marketing with $10 words! – it’s ok – just take a BIG BREATH and think back to high school – yes Maslow’s Hierarchy of Needs is even in there, too! Fortenberry will make this easier to understand.