Strategic Marketing for Non-Profit Organizations / Edition 7 by Alan R Andreasen, Philip R Kotler, Alan Andreasen | | 9780131753723 | Hardcover | Barnes & Noble
Strategic Marketing for Non-Profit Organizations / Edition 7

Strategic Marketing for Non-Profit Organizations / Edition 7

by Alan R Andreasen, Philip R Kotler, Alan Andreasen
     
 

ISBN-10: 013175372X

ISBN-13: 9780131753723

Pub. Date: 10/15/2007

Publisher: Pearson

For graduate courses in Nonprofit Marketing and Management.

Strategic Marketing for Non-Profit Organizations, 7th Edition is a best-selling text that focuses on the impact of nonprofit marketing in the social sector and the growing intersection between nonprofit management and the business world.

Overview

For graduate courses in Nonprofit Marketing and Management.

Strategic Marketing for Non-Profit Organizations, 7th Edition is a best-selling text that focuses on the impact of nonprofit marketing in the social sector and the growing intersection between nonprofit management and the business world.

Product Details

ISBN-13:
9780131753723
Publisher:
Pearson
Publication date:
10/15/2007
Series:
Pearson Custom Business Resources Series
Edition description:
New Edition
Pages:
528
Sales rank:
466,385
Product dimensions:
7.00(w) x 9.00(h) x 1.10(d)

Table of Contents

SECTION I Developing a Customer Orientation
Chapter 1
The Growth and Development of Nonprofit Marketing
SECTION II Strategic Planning and Organization
Chapter 2
Developing a Customer-Centered Mindset
Chapter 3
Strategic Marketing Planning
Chapter 4
Understanding Consumer Behavior
Chapter 5
Acquiring and Using Marketing Information
Chapter 6
Segmentation, Positioning, and Branding
CHAPTER 7
Branding
SECTION III Designing the Marketing Mix
Chapter 8
Managing the Organization’s Offerings
Chapter 9
Developing and Launching New Offerings
Chapter 10
Managing Perceived Costs
Chapter 11
Facilitating Marketing Behaviors
Chapter 12
Formulating Communications Strategies
Chapter 13
Managing Communications: Advertising and Personal Persuasion
Chapter 14
Managing Public Media and Public Advocacy
SECTION IV Developing and Organizing Resources
Chapter 15
Generating Funds
Chapter 16
Attracting Human Resources: Staff, Volunteers, and Boards
Chapter 17
Working with the Private Sector
Section V Organizing and Controlling Marketing Strategies
Chapter 18
Organizing for Implementation
Chapter 19
Marketing Evaluation, Monitoring, and Control

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