Strategic Marketing for Nonprofit Organizations by Philip. Kotler (1995, Hardcover)

Prentice Hall PTR

0132325470

9780132325479

71700

5

Strategic Marketing for Nonprofit Organizations

528 Pages

English

1995

Nonprofit Organizations & Charities / General

Yes

Revised

Business & Economics

Philip. Kotler

Hardcover

1.5 in

39.9 Oz

9.4 in

7.3 in

95-040725

22

658.8

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. The Strategic Marketing Planning Process. 4. Understanding Consumer Behavior. 5. Developing a Core Marketing Strategy: Segmenting the Market. 6. Positioning the Organization. 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. 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. V. CONTROLLING MARKETING STRATEGIES. 22. Marketing Evaluation and Control. Name Index. Organization Index. Subject Index.

Revised edition

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., Reflecting the most relevant information in the field, this text forms a conceptual and practical foundation for marketing in nonprofit organizations. Its coverage encompasses the marketing process, providing insights on strategic evaluations, positioning, market targeting, and more.

HF5415.K6312 1996