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Strategic Marketing for Nonprofit Organizations
ISBN: 9780132325479 | 0132325470
Edition: 5thFormat: Hardcover
Publisher: Prentice Hall
Pub. Date: 12/1/1995
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Appropriate for junior, senior and graduate-level 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.
I. DEVELOPING A CUSTOMER ORIENTATION.
1. The Growth and Development of Nonprofit Marketing.
2. Developing a Customer-Centered Mind-Set.
2. Developing a Customer-Centered Mind-Set.
II. STRATEGIC PLANNING AND ORGANIZATION.
3. The Strategic Marketing Planning Process.
4. Understanding Consumer Behavior.
5. Developing a Core Marketing Strategy: Segmenting the Market.
6. Positioning the Organizatio... MORE
7. Acquiring and Using Marketing Information.
4. Understanding Consumer Behavior.
5. Developing a Core Marketing Strategy: Segmenting the Market.
6. Positioning the Organizatio... MORE
7. Acquiring and Using Marketing Information.
III. DEVELOPING AND ORGANIZING RESOURCES.
8. Fund-raising.
9. Acquiring and Managing Volunteers.
10. Working with the Private Sector.
11. Organizing for Implementation.
9. Acquiring and Managing Volunteers.
10. Working with the Private Sector.
11. Organizing for Implementation.
IV. DESIGNING THE MARKETING MIX.
12. Planning and Budgeting the Marketing Mix.
13. Managing Products and Services.
14. Social Marketing.
15. Developing and Launching New Offerings.
16. Managing Perceived Costs.
17. Managing the Marketing Channel.
18. Formulating Communications Strategies.
19. Managing Advertising and Sales Promotion.
20. Managing Public Media and Public Advocacy.
21. Managing Personal Influence.
13. Managing Products and Services.
14. Social Marketing.
15. Developing and Launching New Offerings.
16. Managing Perceived Costs.
17. Managing the Marketing Channel.
18. Formulating Communications Strategies.
19. Managing Advertising and Sales Promotion.
20. Managing Public Media and Public Advocacy.
21. Managing Personal Influence.
V. CONTROLLING MARKETING STRATEGIES.
22. Marketing Evaluation and Control.
Name Index.
Organization Index.
Subject Index.
Name Index.
Organization Index.
Subject Index.
