Marketing management for nonprofit organizations
著者
書誌事項
Marketing management for nonprofit organizations
Oxford University Press, 1999
- : pbk
大学図書館所蔵 全40件
注記
Includes bibliographical references (p. [286]-297) and index
内容説明・目次
内容説明
This text provides a comprehensive overview of the theory behind non-profit marketing, and analyzes key non-profit sectors such as fund-raising, the arts, education, healthcare, and social ideas The text is divided into three sections, mirroring the syllabus that is taught on many specialist undergraduate and MBA course modules. It consists of an introduction to marketing, marketing planning/market orientation and a detailed section which explicitly addresses the application of marketing to the key non-profit sub-sectors of fund-raising, the arts, education, healthcare and social ideas. Each chapter contains an outline of its objectives, discussion questions, and a summary of key areas covered.
目次
- Part 1: an introduction to marketing in the non-profit sector. Part 2: the implementation of marketing
- developing a marketing orientation
- marketing segmentation
- the marketing planning process. Part 3: specific applications
- fund-raising
- arts marketing
- education
- healthcare marketing
- social marketing.
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