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Nonprofit Marketing: . by Jr. Fortenberry John L.

Nonprofit Marketing: .

by Jr. Fortenberry John L.
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Book cover type: Paperback
  • ISBN13: 9780763782610
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Jones & Bartlett Publishers
  • Publisher Imprint: Jones & Bartlett Publishers
  • Publication Date:
  • Pages: 294
  • Original Price: USD 77.95
  • Language: English
  • Edition: N/A
  • Item Weight: 409 grams
  • BISAC Subject(s): Leadership

Instructor Resources: Instructor's Manual, PowerPoints, TestBank 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. Examples include: The Product Life Cycle George Day's R-W-W Screen Theodore Levitt's Total Product Concept The Boston Consulting Group's Growth/Share Matrix Calder & Reagan's Brand Design Model Martin Lindstrom's 5-D Brand Sensogram Igor Ansoff's Product-Market Expansion Grid John Fortenberry's CMC (Core Marketing Concerns) Model Philip Kotler's Segment-by-Segment Invasion Plan Michael Porter's Five Forces Model (c) 2013 294 pages

Fortenberry, John L., Jr.: - 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 United 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.

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