Nonprofit Marketing / Edition 1

by John L. Fortenberry Jr.

Overview

Nonprofit Marketing: Tools and Techniques presents a series of 35 essential marketing tools and demonstrates their application in the nonprofit sector, referencing myriad diverse entities, including zoological parks, planetariums, theater companies, medical clinics, workforce development centers, food banks, and more. Ideal for undergraduate and graduate courses in nonprofit marketing, promotion, fundraising, and related courses, the text covers 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, and marketing management, strategy, and planning. Each chapter focuses on a specific marketing tool and can be read as a stand-alone presentation of the topic. Instructor Resources: Instructor's Manual, PowerPoints, TestBank

Product Details

ISBN-13:	9780763782610
Publisher:	Jones & Bartlett Learning
Publication date:	04/12/2012
Edition description:	1
Pages:	294
Product dimensions:	6.00(w) x 8.90(h) x 0.80(d)

About the Author

John L. Fortenberry, Jr. serves as Chair of the James K. Elrod Department of Health Administration, MHA Program Director, James K. Elrod Professor of Health Administration, and Professor of Marketing in the School of Business at LSU 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 in the Unit ed Kingdom. Dr. Fortenberry’s academic research interests are centered on marketing, including the components of advertising, consumer behavior, and strategy. His specific sector interests include health, retail, and transportation industries. He is the author of six books, including Health Care Marketing: Tools and Techniques, published by Jones and Bartlett.

Table of Contents

A HeadDedication
Acknowledgments
About the Author
Preface
Part 1 Product Development & Portfolio Analysis Tools
Chapter 1 The Product Life Cycle
Chapter 2 Booz, Allen & Hamilton’s New Product Process
Chapter 3 George Day’s R-W-W Screen
Chapter 4 Theodore Levitt’s Total Product Concept
Chapter 5 The Boston Consulting Group’s Growth/Share Matrix
Chapter 6 General Electric’s Strategic Business-Planning Grid
Chapter 7 Igor Ansoff’s Product-Market Expansion Grid
Part 2 Branding & Identity Management Tools
Chapter 8 Schmitt & Simonson’s Drivers Of Identity Management
Chapter 9 Calder & Reagan’s Brand Design Model
Chapter 10 Martin Lindstrom’s 5-D Brand Sensogram
Chapter 11 Lederer & Hill’s Brand Portfolio Molecule
Chapter 12 Kevin Lane Keller’s Brand Report Card
Chapter 13 David Taylor’s Brand Stretch Spectrum
Part 3 Target Marketing Tools
Chapter 14 The Market-Product Grid
Chapter 15 Kotler & Trias De Bes’ Lateral Marketing Strategy
Chapter 16 Philip Kotler’s Segment-By-Segment Invasion Plan
Chapter 17 The Perceptual Map
Chapter 18 Ries & Trout’s Product Ladder
Part 4 Consumer Behavior & Product Promotions Tools
Chapter 19 Abraham Maslow’s Hierarchy Of Needs
Chapter 20 Everett Rogers’ Diffusion Of Innovations Model
Chapter 21 The Dagmar Marketing Communications Spectrum
Chapter 22 Raphel & Raphel’s Loyalty Ladder
Chapter 23 Bernd Schmitt’s Cem Framework
Chapter 24 Osgood, Suci & Tannenbaum’s Semantic Differential
Part 5 Environmental Analysis & Competitive Assessment Tools
Chapter 25 The Pest Analysis
Chapter 26 The Swot Analysis
Chapter 27 Michael Porter’s Five Forces Model
Chapter 28 Lehmann & Winer’s Levels Of Competition Model
Chapter 29 Mintzberg & Van Der Heyden’s Organigraph
Part 6 Marketing Management, Strategy & Planning Tools
Chapter 30 John Fortenberry’s CMC (Core Marketing Concerns) Model
Chapter 31 Leonard Berry’s Success Sustainability Model
Chapter 32 George Day’s Market Orientation Model
Chapter 33 Blake & Mouton’s Sales Grid
Chapter 34 Ries & Trout’s Marketing Warfare Strategies
Chapter 35 Philip Kotler’s Marketing Plan
Appendix An Introduction To Marketing
Glossary
References