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Strategic Marketing for NonProfit Organizations Alan Andreasen

Strategic Marketing for NonProfit Organizations By Alan Andreasen

Strategic Marketing for NonProfit Organizations by Alan Andreasen

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Summary

Reflecting contemporary research developments, this text forms a conceptual and practical foundation for marketing in non-profit organizations. Its coverage encompasses the entire process.

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Strategic Marketing for NonProfit Organizations Summary

Strategic Marketing for NonProfit Organizations: United States Edition by Alan Andreasen

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.

Table of Contents

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.

Additional information

CIN013041977XG
9780130419774
013041977X
Strategic Marketing for NonProfit Organizations: United States Edition by Alan Andreasen
Alan Andreasen
Used - Good
Hardback
Pearson Education (US)
2002-11-07
536
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Strategic Marketing for NonProfit Organizations