Strategic marketing for nonprofit organizations /
Andreasen, Alan R.
Strategic marketing for nonprofit organizations / Alan R. Andreasen and Philip Kotler. - 7th ed. - Upper Saddle River, NJ : Pearson/Prentice Hall, c2008. - xxii, 504 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Sect. I. Developing a target audience orientation
Ch. 1. The growth and development of nonprofit marketing
Ch. 2. Developing a target audience-centered mindset
Sect. II. Strategic planning and organization
Ch. 3. Strategic marketing planning
Ch. 4. Understanding target audience behavior
Ch. 5. Acquiring and using marketing information
Ch. 6. Segmentation, targeting, and positioning
Ch. 7. Branding
Sect. III. Designing the marketing mix
Ch. 8. Value propositions: managing the organization's offerings
Ch. 9. Developing and launching new offerings
Ch. 10. Managing perceived costs
Ch. 11. Facilitating marketing behaviors
Ch. 12. Formulating communication strategies
Ch. 13. Managing communications: advertising and personal persuasion
Ch. 14. Managing public media and public advocacy
Sect. IV. Developing resources
Ch. 15. Generating funds
Ch. 16. Attracting human resources: staff, volunteers, and board members. Ch. 17. Working with the private sector
Sect. V. Organizing and controlling marketing strategies
Ch. 18. Organizing for implementation
Ch. 19. Marketing evaluation, monitoring, and control
Reflecting contemporary research developments, this text forms a conceptual and practical foundation for marketing in non-profit organisations. Its coverage encompasses the entire process, providing valuable insights on strategic evaluations, positioning, and market targeting
eng
978013234554 TZS 26,550/= 0132345544
Nonprofit organizations
658.8 AND
Strategic marketing for nonprofit organizations / Alan R. Andreasen and Philip Kotler. - 7th ed. - Upper Saddle River, NJ : Pearson/Prentice Hall, c2008. - xxii, 504 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Sect. I. Developing a target audience orientation
Ch. 1. The growth and development of nonprofit marketing
Ch. 2. Developing a target audience-centered mindset
Sect. II. Strategic planning and organization
Ch. 3. Strategic marketing planning
Ch. 4. Understanding target audience behavior
Ch. 5. Acquiring and using marketing information
Ch. 6. Segmentation, targeting, and positioning
Ch. 7. Branding
Sect. III. Designing the marketing mix
Ch. 8. Value propositions: managing the organization's offerings
Ch. 9. Developing and launching new offerings
Ch. 10. Managing perceived costs
Ch. 11. Facilitating marketing behaviors
Ch. 12. Formulating communication strategies
Ch. 13. Managing communications: advertising and personal persuasion
Ch. 14. Managing public media and public advocacy
Sect. IV. Developing resources
Ch. 15. Generating funds
Ch. 16. Attracting human resources: staff, volunteers, and board members. Ch. 17. Working with the private sector
Sect. V. Organizing and controlling marketing strategies
Ch. 18. Organizing for implementation
Ch. 19. Marketing evaluation, monitoring, and control
Reflecting contemporary research developments, this text forms a conceptual and practical foundation for marketing in non-profit organisations. Its coverage encompasses the entire process, providing valuable insights on strategic evaluations, positioning, and market targeting
eng
978013234554 TZS 26,550/= 0132345544
Nonprofit organizations
658.8 AND