TY - BOOK AU - Elrod, J. K. PY - 2013 DA - 2013// TI - Breadcrumbs to cheesecake PB - R Publishers CY - Shreveport ID - Elrod2013 ER - TY - BOOK AU - Fortenberry, J. L. PY - 2010 DA - 2010// TI - Health care marketing: tools and techniques PB - Jones and Bartlett CY - Sudbury ID - Fortenberry2010 ER - TY - BOOK AU - Shi, L. AU - Singh, D. A. PY - 2017 DA - 2017// TI - Essentials of the US health care system PB - Jones and Bartlett CY - Burlington ID - Shi2017 ER - TY - BOOK AU - Berkowitz, E. PY - 2017 DA - 2017// TI - Essentials of health care marketing PB - Jones and Bartlett CY - Burlington ID - Berkowitz2017 ER - TY - BOOK AU - Hillestad, S. AU - Berkowitz, E. PY - 2013 DA - 2013// TI - Health care market strategy: from planning to action PB - Jones and Bartlett CY - Burlington ID - Hillestad2013 ER - TY - BOOK AU - Thomas, R. K. PY - 2014 DA - 2014// TI - Marketing health services PB - Health Administration Press CY - Chicago ID - Thomas2014 ER - TY - BOOK AU - Kotler, P. AU - Shalowitz, J. AU - Stevens, R. J. PY - 2008 DA - 2008// TI - Strategic marketing for health care organizations: building a customer-driven health system PB - Jossey-Bass CY - San Francisco ID - Kotler2008 ER - TY - JOUR AU - Elrod, J. K. AU - Fortenberry, J. L. PY - 2018 DA - 2018// TI - Formulating productive marketing communications strategy: a major health system’s experience JO - BMC Health Serv Res VL - 18 UR - https://doi.org/10.1186/s12913-018-3676-7 DO - 10.1186/s12913-018-3676-7 ID - Elrod2018 ER - TY - JOUR AU - Elrod, J. K. AU - Fortenberry, J. L. PY - 2018 DA - 2018// TI - Catalyzing marketing innovation and competitive advantage in the healthcare industry: the value of thinking like an outsider JO - BMC Health Serv Res VL - 18 UR - https://doi.org/10.1186/s12913-018-3682-9 DO - 10.1186/s12913-018-3682-9 ID - Elrod2018 ER - TY - BOOK AU - Fortenberry, J. L. PY - 2011 DA - 2011// TI - Cases in health care marketing PB - Jones and Bartlett CY - Sudbury ID - Fortenberry2011 ER - TY - BOOK AU - Fortenberry, J. L. PY - 2013 DA - 2013// TI - Nonprofit marketing PB - Jones and Bartlett CY - Burlington ID - Fortenberry2013 ER - TY - BOOK AU - Kotler, P. AU - Keller, K. L. PY - 2012 DA - 2012// TI - Marketing management PB - Prentice Hall CY - Upper Saddle River ID - Kotler2012 ER - TY - BOOK AU - Perreault, W. D. AU - Cannon, J. P. AU - McCarthy, E. J. PY - 2014 DA - 2014// TI - Basic marketing: a marketing strategy planning approach PB - McGraw-Hill CY - New York ID - Perreault2014 ER - TY - JOUR AU - Smith, R. E. AU - Chen, J. AU - Yang, X. PY - 2008 DA - 2008// TI - The impact of advertising creativity on the hierarchy of effects JO - J Advert VL - 37 UR - https://doi.org/10.2753/JOA0091-3367370404 DO - 10.2753/JOA0091-3367370404 ID - Smith2008 ER - TY - BOOK AU - McGoldrick, P. J. PY - 2002 DA - 2002// TI - Retail marketing PB - McGraw-Hill CY - London ID - McGoldrick2002 ER - TY - BOOK AU - Pickton, D. AU - Broderick, A. PY - 2005 DA - 2005// TI - Integrated marketing communications PB - FT Prentice Hall CY - Harlow ID - Pickton2005 ER - TY - BOOK AU - Tellis, G. J. PY - 2004 DA - 2004// TI - Effective advertising: understanding when, how, and why advertising works PB - Sage CY - Thousand Oaks ID - Tellis2004 ER - TY - BOOK AU - Strong, E. K. PY - 1925 DA - 1925// TI - The psychology of selling PB - McGraw-Hill CY - New York ID - Strong1925 ER - TY - BOOK PY - 2005 DA - 2005// TI - A reader in marketing communications PB - Routledge CY - Oxford ID - ref19 ER - TY - BOOK AU - Colley, R. PY - 1961 DA - 1961// TI - Defining advertising goals for measured advertising results PB - Association of National Advertisers CY - New York ID - Colley1961 ER - TY - BOOK AU - Dutka, S. PY - 1995 DA - 1995// TI - DAGMAR: defining advertising goals for measured advertising results PB - NTC Business Books CY - Lincolnwood ID - Dutka1995 ER - TY - JOUR AU - Elrod, J. K. AU - Fortenberry, J. L. PY - 2018 DA - 2018// TI - Am I seeing things through the eyes of patients? An exercise in bolstering patient attentiveness and empathy JO - BMC Health Serv Res VL - 18 UR - https://doi.org/10.1186/s12913-018-3681-x DO - 10.1186/s12913-018-3681-x ID - Elrod2018 ER - TY - STD TI - Fortenberry JL Jr, McGoldrick PJ. Do billboard advertisements drive customer retention? Expanding the “AIDA” model to “AIDAR.” J Advert Res. 2020;60(2):135–47. ID - ref23 ER - TY - JOUR AU - Fortenberry, J. L. AU - McGoldrick, P. J. PY - 2010 DA - 2010// TI - Is billboard advertising beneficial for healthcare organizations? An investigation of efficacy and acceptability to patients JO - J Healthc Manag VL - 55 ID - Fortenberry2010 ER - TY - STD TI - Fortenberry JL Jr, McGoldrick PJ. Receptiveness of Black Americans to outdoor advertising. J Bus Res. 2011;64(6):586–93. ID - ref25 ER -