Strategic Marketing for Non-Profit Organizations
by Andreasen, Alan R; Kotler, PhilipEdition: 7th
Format: Paperback
Pub. Date: 2007-10-10
Publisher(s): Pearson
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Summary
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.
Table of Contents
| Developing a Customer Orientation | |
| The Growth and Development of Nonprofit Marketing | |
| Strategic Planning and Organization | |
| Developing a Customer-Centered Mindset | |
| Strategic Marketing Planning | |
| Understanding Consumer Behavior | |
| Acquiring and Using Marketing Information | |
| Segmentation, Positioning, and Branding | |
| Branding | |
| Designing the Marketing Mix | |
| Managing the Organization's Offerings | |
| Developing and Launching New Offerings | |
| Managing Perceived Costs | |
| Facilitating Marketing Behaviors | |
| Formulating Communications Strategies | |
| Managing Communications: Advertising and Personal Persuasion | |
| Managing Public Media and Public Advocacy | |
| Developing and Organizing Resources | |
| Generating Funds | |
| Attracting Human Resources: Staff, Volunteers, and Boards | |
| Working with the Private Sector | |
| Organizing and Controlling Marketing Strategies | |
| Organizing for Implementation | |
| Marketing Evaluation, Monitoring, and Control | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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