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Nonprofit Marketing

John L. Fortenberry, Jr.

©2013  
ISBN: 9780763782610

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276 pages
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$24.84  eBook
  • 10 pages
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    Chapter 1 The Product Life Cycle
    Author: John L. Fortenberry, Jr.

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  • 8 pages
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    Chapter 2 Booz, Allen, and Hamilton’s New Product
    Process
    Author: John L. Fortenberry, Jr.

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  • 8 pages
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    Chapter 3 George Day’s R-W-W Screen
    Author: John L. Fortenberry, Jr.

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  • 8 pages
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    Chapter 4 Theodore Levitt’s Total Product Concept
    Author: John L. Fortenberry, Jr.

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  • 8 pages
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    Chapter 5 The Boston Consulting Group’s Growth/Share
    Matrix
    Author: John L. Fortenberry, Jr.

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  • 6 pages
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    Chapter 6 General Electric’s Strategic Business-Planning
    Grid
    Author: John L. Fortenberry, Jr.

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  • 8 pages
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    Chapter 7 Igor Ansoff’s Product-Market Expansion
    Grid
    Author: John L. Fortenberry, Jr.

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  • 8 pages
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    Chapter 8 Schmitt and Simonson’s Drivers of Identity
    Management
    Author: John L. Fortenberry, Jr.

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  • 6 pages
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    Chapter 9 Calder and Reagan’s Brand Design Model
    Author: John L. Fortenberry, Jr.

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  • 8 pages
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    Chapter 10 Martin Lindstrom’s 5-D Brand Sensogram
    Author: John L. Fortenberry, Jr.

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  • 4 pages
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    Chapter 11 Lederer and Hill’s Brand Portfolio Molecule
    Author: John L. Fortenberry, Jr.

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  • 12 pages
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    Chapter 12 Kevin Lane Keller’s Brand Report Card
    Author: John L. Fortenberry, Jr.

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  • 8 pages
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    Chapter 13 David Taylor’s Brand Stretch Spectrum
    Author: John L. Fortenberry, Jr.

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  • 10 pages
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    Chapter 14 The Market-Product Grid
    Author: John L. Fortenberry, Jr.

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  • 4 pages
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    Chapter 15 Kotler and Trias de Bes’s Lateral Marketing
    Strategy
    Author: John L. Fortenberry, Jr.

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  • 6 pages
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    Chapter 16 Philip Kotler’s Segment-by-Segment Invasion
    Plan
    Author: John L. Fortenberry, Jr.

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  • 6 pages
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    Chapter 17 The Perceptual Map
    Author: John L. Fortenberry, Jr.

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    Chapter 18 Ries and Trout’s Product Ladder
    Author: John L. Fortenberry, Jr.

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  • 8 pages
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    Chapter 19 Abraham Maslow’s Hierarchy of Needs
    Author: John L. Fortenberry, Jr.

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  • 6 pages
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    Chapter 20 Everett Rogers’s Diffusion of Innovations
    Model
    Author: John L. Fortenberry, Jr.

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  • 8 pages
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    Chapter 21 The DAGMAR Marketing Communications Spectrum
    Author: John L. Fortenberry, Jr.

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  • 6 pages
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    Chapter 22 Raphel & Raphel’s Loyalty Ladder
    Author: John L. Fortenberry, Jr.

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  • 6 pages
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    Chapter 23 Bernd Schmitt’s CEM Framework
    Author: John L. Fortenberry, Jr.

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  • 6 pages
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    Chapter 24 Osgood, Suci, and Tannenbaum’s Semantic
    Differential
    Author: John L. Fortenberry, Jr.

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  • 8 pages
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    Chapter 25 The PEST Analysis
    Author: John L. Fortenberry, Jr.

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    Chapter 26 The SWOT Analysis
    Author: John L. Fortenberry, Jr.

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    Chapter 27 Michael Porter’s Five Forces Model
    Author: John L. Fortenberry, Jr.

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  • 8 pages
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    Chapter 28 Lehmann and Winer’s Levels of Competition
    Model
    Author: John L. Fortenberry, Jr.

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  • 6 pages
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    Chapter 29 Mintzberg and Van der Heyden’s Organigraph
    Author: John L. Fortenberry, Jr.

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  • 10 pages
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    Chapter 30 John Fortenberry’s CMC (Core Marketing
    Concerns) Model
    Author: John L. Fortenberry, Jr.

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  • 8 pages
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    Chapter 31 Leonard Berry’s Success Sustainability
    Model
    Author: John L. Fortenberry, Jr.

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  • 6 pages
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    Chapter 32 George Day’s Market Orientation Model
    Author: John L. Fortenberry, Jr.

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  • 8 pages
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    Chapter 33 Blake and Mouton’s Sales Grid
    Author: John L. Fortenberry, Jr.

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  • 6 pages
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    Chapter 34 Ries and Trout’s Marketing Warfare Strategies
    Author: John L. Fortenberry, Jr.

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  • 6 pages
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    Chapter 35 Philip Kotler’s Marketing Plan
    Author: John L. Fortenberry, Jr.

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  • 8 pages
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    Chapter 36 An Introduction to Marketing
    Author: John L. Fortenberry, Jr.

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  • 14 pages
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    Chapter 37 Glossary
    Author: John L. Fortenberry, Jr.

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