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Strategic Marketing for Non-Profit Organizations

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ISBN-10: 013175372X

ISBN-13: 9780131753723

Edition: 7th 2008

Authors: Philip Kotler, Alan R. Andreasen

List price: $286.65
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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: $286.65
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…    

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…    

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