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Strategic Marketing for NonProfit Organizations

ISBN: 9780130419774 | 013041977X
Edition: 6th
Format: Paperback
Publisher: Prentice Hall
Pub. Date: 10/10/2002

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SummaryTable of Contents
For upper level, MBA, and executive courses in Marketing for Nonprofit Organizations, Public Administration in Nonprofit Organizations, and Public Health for Nonprofit Organizations. Reflecting the most recent, relevant information in the field, this best-selling text forms a conceptual and 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.
Reflecting the ... MORE
Prefacev
SECTION I Developing a Customer Orientation
1(60)
The Growth and Development of Nonprofit Marketing
3(34)
... MORE37(24)
SECTION II Strategic Planning and Organization
61(120)
Strategic Marketing Planning
63(27)
Understanding Target Audience Behavior
90(28)
Acquiring and Using Marketing Information
118(24)
Segmentation, Positioning, and Branding
142(39)
SECTION III Developing and Organizing Resources
181(126)
Generating Funds
183(33)
Attracting Human Resources: Staff, Volunteers, and Boards
216(22)
Working with the Private Sector
238(28)
Organizing for Implementation
266(21)
Planning and Budgeting the Marketing Mix
287(20)
SECTION IV Designing the Marketing Mix
307(190)
Managing the Organization's Offerings
309(18)
Social Marketing
327(22)
Developing and Launching New Offerings
349(25)
Managing Perceived Costs
374(15)
Facilitating Marketing Behaviors
389(18)
Formulating Communications Strategies
407(33)
Managing Communications: Advertising and Personal Persuasion
440(28)
Managing Public Media and Public Advocacy
468(29)
SECTION V Controlling Marketing Strategies
497(20)
Marketing Evaluation, Monitoring, and Control
499(18)
Index517

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