Strategic Marketing for NonProfit Organizations / Edition 6

Strategic Marketing for NonProfit Organizations / Edition 6

by Alan Andreasen, Philip R Kotler
     
 

Reflecting the most recent, relevant information in the field, this best-selling book offers readers a practical foundation for marketing in nonprofit organizations. Its coverage encompasses the entire marketing process, providing valuable insights on strategic evaluations, positioning, market targeting, and more. For managers and future

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Overview

Reflecting the most recent, relevant information in the field, this best-selling book offers readers a practical foundation for marketing in nonprofit organizations. Its coverage encompasses the entire marketing process, providing valuable insights on strategic evaluations, positioning, market targeting, and more. For managers and future managers of nonprofit organizations, for-profit organizations, and government agencies.

Product Details

ISBN-13:
9780130419774
Publisher:
Prentice Hall
Publication date:
10/10/2002
Edition description:
Older Edition
Pages:
536
Product dimensions:
6.99(w) x 9.18(h) x 1.13(d)

Table of Contents

I. DEVELOPING A CUSTOMER ORIENTATION.

1. The Growth and Development of Nonprofit Marketing.

2. Developing a Customer-Centered Mind-Set.

II. STRATEGIC PLANNING AND ORGANIZATION.

3. Strategic Marketing Planning.

4. Understanding Consumer Behavior.

5. Acquiring and Using Marketing Information.

6. Segmentation, Positioning and Branding.

III. DEVELOPING AND ORGANIZING RESOURCES.

7. Generating Funds.

8. Attracting Human Resources: Staff, Volunteers and Boards.

9. Working with the Private Sector.

10. Organizing for Implementation.

11. Planning and Budgeting the Marketing Mix.

IV. DESIGNING THE MARKETING MIX.

12. Managing the Organization's Offerings.

13. Social Marketing.

14. Developing and Launching New Offerings.

15. Managing Perceived Costs.

16. Facilitating Marketing Behaviors.

17. Formulating Communications Strategies.

18. Managing Communications: Advertising and Personal Persuasion.

19. Managing Public Media and Public Advocacy.

V. CONTROLLING MARKETING STRATEGIES.

20. Marketing Evaluation, Monitoring and Control.

Name Index.

Organization Index.

Subject Index.

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