Nonprofit marketing

Author:

Fortenberry, John L.

Publisher:

Jones & Bartlett Learning

Pub. Date:

[2013]

Language:

English

Book
Show Edition

CCU Circulating Books (off-campus)

HF 5415 .F5668 2013

Pub. Date	Publisher	Physical Desc.	Availability
[2013]	Jones & Bartlett Learning	xxiii, 291 pages ; 23 cm	On Shelf CCU Circulating Books (off-campus) HF 5415 .F5668 2013	More Info Place Hold

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Product development and portfolio analysis tools. The product life cycle ; Booz, Allen, and Hamilton's new product process ; George Day's R-W-W screen ; Theodore Levitt's total product concept ; The Boston Consulting Group's growth/share matrix ; General Electric's strategic business-planing grid ; Igor Ansoff's product-market expansion grid

Branding and identity management tools. Schmitt and Simonson's drivers and identity management ; Calder and Reagan's brand design model ; Martin Lindstrom's 5-D brand sensogram ; Lederer and HIll's brand portfolio molecule ; Kevin Lane Keller's brand report card ; David Taylor's brand stretch spectrum

Target marketing tools. The market-product grid ; Kotler and Trias de Bes's lateral marketing strategy ; Philip Kotler's segment-by-segment invasion plan ; The perceptual map ; Ries and Trout's product ladder

Consumer behavior and product promotions tools. Abraham Maslow's hierarchy of needs ; Everett Rogers's diffusion of innovations model ; The DAGMAR marketing communications spectrum ; Raphel & Raphel's loyalty ladder ; Bernd Schmitt's CEM framework ; Osgood, Suci, and Tannenbaum's semantic differential

Environmental analysis and competitive assessment tools. The PEST analysis ; The SWOT analysis ; Michael Porter's five forces model ; Lehmann and Winer's levels of competition model ; Mintzberg and Van der Heyden's organigraph

Marketing management, strategy, and planning tools. John Fortenberry's CMC (core marketing concerns) model ; Leonard Berry's success sustainability model ; George Day's market orientation model ; Blake and Mouton's sales grid ; Ries and Trout's marketing warfare strategies ; Philip Kotler's marketing plan

Appendix. An introduction to marketing.

Grouped Work ID	13d9bc37-8b9d-d53d-ce59-19ebd4574ed1
Grouping Title	nonprofit marketing
Grouping Author	john l fortenberry
Grouping Category	book
Grouping Language	English (eng)
Last Grouping Update	2024-04-06 07:31:40AM
Last Indexed	2024-05-10 00:11:22AM

Novelist Primary ISBN

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Fortenberry, John L.

available_at_ccu

Colorado Christian University

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CCU Circulating Books (off-campus)

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13d9bc37-8b9d-d53d-ce59-19ebd4574ed1

2024-05-10T06:11:22.281Z

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Colorado Christian University

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Colorado Christian University

Jones & Bartlett Learning

Marketing
New products
Nonprofit organizations -- Marketing

Nonprofit marketing / John L. Fortenberry, Jr.

Marketing
New products
Nonprofit organizations

item_details

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ils:.b51212109	.i103913634	CCU Circulating Books (off-campus)	HF 5415 .F5668 2013			1	false	false			On Shelf	Nov 01, 2016	ccbk

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Bib Id	Format	Format Category	Edition	Language	Publisher	Publication Date	Physical Description	Abridged
ils:.b51212109	Book	Books		English	Jones & Bartlett Learning	[2013]	xxiii, 291 pages ; 23 cm

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