Strategic Marketing for NonProfit Organizations

ISBN-10: 013041977X
ISBN-13: 9780130419774
Edition: 6th 2003 (Revised)
List price: $190.67
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Description: Reflecting contemporary research developments, this text forms a conceptual and practical foundation for marketing in non-profit organizations. Its coverage encompasses the entire process, providing valuable insights on strategic evaluations,  More...

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Book details

List price: $190.67
Edition: 6th
Copyright year: 2003
Publisher: Prentice Hall PTR
Publication date: 10/10/2002
Binding: Hardcover
Pages: 536
Size: 7.25" wide x 9.50" long x 1.00" tall
Weight: 2.090
Language: English

Reflecting contemporary research developments, this text forms a conceptual and practical foundation for marketing in non-profit organizations. Its coverage encompasses the entire process, providing valuable insights on strategic evaluations, positioning, and market targeting.

Developing a Customer Orientation
The Growth and Development of Nonprofit Marketing
Developing a Customer-Centered Mind-Set
Strategic Planning and Organization
Strategic Marketing Planning
Understanding Consumer Behavior
Acquiring and Using Marketing Information
Segmentation, Positioning and Branding
Developing and Organizing Resources
Generating Funds
Attracting Human Resources: Staff, Volunteers and Boards
Working with the Private Sector
Organizing for Implementation
Planning and Budgeting the Marketing Mix
Designing the Marketing Mix
Managing the Organization's Offerings
Social Marketing
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
Controlling Marketing Strategies
Marketing Evaluation, Monitoring and Control
Name Index
Organization Index
Subject Index

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