Strategic Marketing for NonProfit Organizations

Name: Strategic Marketing for NonProfit Organizations
Price: 5.69 USD
Availability: InStock
ISBN: 9780130419774

ISBN-10: 013041977X

ISBN-13: 9780130419774

Edition: 6th 2003 (Revised)

Authors: Alan A. Andreasen, Philip Kotler

List price: $190.67

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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.

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




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