Strategic Marketing for Non-Profit Organizations

ISBN-10: 013175372X

ISBN-13: 9780131753723

Edition: 7th 2008

List price: $271.40 Buy it from $15.99
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Description:

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.
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Book details

List price: $271.40
Edition: 7th
Copyright year: 2008
Publisher: Prentice Hall PTR
Publication date: 10/10/2007
Binding: Paperback
Pages: 528
Size: 7.25" wide x 9.50" long x 0.75" tall
Weight: 2.288
Language: English

Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the world. In addition to his academic research and teaching, Professor Schultz maintains an active schedule of training and consulting with organizations interested in developing and implementing principles of social marketing. He has worked on projects for a variety of organizations, including the Environmental Protection Agency, National Institute of General Medical Science, National Institute of Justice, Keep America Beautiful, California Integrated Waste Management Board, and Opower. His work has been featured in Business Week, the NY Times, BBC International, National Public Radio, Time Magazine, and numerous other media outlets.Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Chicago. Kellogg was voted the �Best Business School� for six years in Business Week�s survey of United States business schools. It is also rated as the �Best Business School for the Teaching of Marketing.� Professor Kotler has significantly contributed to Kellogg�s success through his many years of research and teaching there.He received his master�s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.Professor Kotler is the author of Marketing Management, the most widely adopted marketing book in MBA programs; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; High Visibility; Social Marketing; Marketing Places; Marketing for Hospitality and Tourism; Museum Strategy and Marketing; Standing Room Only; The Marketing of Nations, and Kotler on Marketing. He has published over 100 articles in leading journals, several of which have received best-article awards.He has been Chairman of the College of Marketing of the Institute of Management Sciences, Director of the American Marketing Association, Trustee of the Marketing Science Institute, Director of the MAC Group, former member of the Yankelovich Advisory Board, and member of the Copernicus Advisory Board. He has been a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation.

Alan Andreasen (Ph.D., M.S., Columbia University) is a professor in the McDonough School of Business at Georgetown University. His research interests include the application of marketing to nonprofit organizations, social marketing, and consumer behavior. Professor Andreasen is a member of several academic and professional associations and serves on the editorial boards of the Journal of Consumer Policy, the Journal of Consumer Research, Social Marketing Quarterly, and the Journal of Public Policy and Marketing. He is also past president of the Association for Consumer Research and is currently Interim Executive Director of the Social Marketing Institute. Professor Andreasen's publications include 16 books and over one hundred articles and conference papers. His most recent books are Ethics in Social Marketing [Georgetown University, 2001], Strategic Marketing in Nonprofit Organizations, 6th ed., (co-authored with Philip Kotler of Northwestern University) [PH, 2003], Marketing Research that Won't Break the Bank [Jossey-Bass, 2003] and Marketing Social Change [Jossey-Bass, 1995]. Professor Andreasen is a consultant to the World Bank, the American Cancer Society, the Centers for Disease Control and Prevention, Boys and Girls Clubs, and others. He also conducts executive seminars worldwide for a diversified set of non-profit and private sector organizations and several government agencies.

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
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