Strategic marketing for nonprofit organizations
著者
書誌事項
Strategic marketing for nonprofit organizations
Prentice Hall, c2003
6th ed
- International ed.
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
I. DEVELOPING A CUSTOMER ORIENTATION.
1. The Growth and Development of Nonprofit Marketing.
2. Developing a Customer-Centered Mind-Set.
II. STRATEGIC PLANNING AND ORGANIZATION.
3. Strategic Marketing Planning.
4. Understanding Consumer Behavior.
5. Acquiring and Using Marketing Information.
6. Segmentation, Positioning and Branding.
III. DEVELOPING AND ORGANIZING RESOURCES.
7. Generating Funds.
8. Attracting Human Resources: Staff, Volunteers and Boards.
9. Working with the Private Sector.
10. Organizing for Implementation.
11. Planning and Budgeting the Marketing Mix.
IV. DESIGNING THE MARKETING MIX.
12. Managing the Organization's Offerings.
13. Social Marketing.
14. Developing and Launching New Offerings.
15. Managing Perceived Costs.
16. Facilitating Marketing Behaviors.
17. Formulating Communications Strategies.
18. Managing Communications: Advertising and Personal Persuasion.
19. Managing Public Media and Public Advocacy.
V. CONTROLLING MARKETING STRATEGIES.
20. Marketing Evaluation, Monitoring and Control.
Name Index.
Organization Index.
Subject Index.
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