Marketing Tools for Healthcare Executives, Second Edition Review

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Marketing Tools for Healthcare Executives, Second Edition ReviewPerhaps 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.Marketing Tools for Healthcare Executives, Second Edition Overview

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Financial Management for Nurse Managers and Executives Review

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Financial Management for Nurse Managers and Executives ReviewI picked this book up to help me better understand Cleverly's book, "Essentials of Health Care Finance". After weeks of re-reading Cleverly's book I read several chapters in this book and now it all makes sense! Well-written, clear, simple, with real life examples. The author does not assume you have taken several accounting courses. Instead of just reading this book for a course, I am now really interested in the subject.Financial Management for Nurse Managers and Executives Overview

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Inside National Health Reform (California/Milbank Books on Health and the Public) Review

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Inside National Health Reform (California/Milbank Books on Health and the Public) ReviewInside National Health Reform offers an uncommon combination of both the political process and policy substance of the Affordable Care Act. From his unique perspective, John McDonough provides a first-hand, thoughtful account of the politics surrounding health reform, and supplies the context for how our health care system, and its many problems, came to be. Further, McDonough's thorough and balanced description of the provisions included in the ACA go far to educate readers on the substance and potential implications of the new law, written in both an entertaining and accessible way. The book revives much-needed optimism about the future of our health care system at a time when we are too quick to forget the historic accomplish and sweeping benefits the ACA.Inside National Health Reform (California/Milbank Books on Health and the Public) Overview

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Strategic Management of Health Care Organizations Review

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Strategic Management of Health Care Organizations ReviewThis comprehensive and yet easily understood text provides the fundamentals of strategic management as it applies to most any health care organization. The authors' experience comes to life in a variety of real examples and cases throughout the text. My background and interest in strategic planning led me to thoroughly examine the step-by-step processes, and I was amazed at both the simplicity and applicability of each. Definetly a text that I will recommend to anyone entering the healthcare industry or strategic planning arenas. Not only was I benefited by the purchase of this text, but had the opportunity to meet these outstanding authors in person during graduate study/research.Strategic Management of Health Care Organizations Overview

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