Strategic marketing for nonprofit organizations / Alan R. Andreasen and Philip Kotler.

By:

Andreasen, Alan R

Contributor(s):

Kotler, Philip

Material type: Text

TextPublication details: Upper Saddle River, NJ : Pearson/Prentice Hall, c2008.Edition: 7th edDescription: xxii, 504 p. : ill. ; 25 cmISBN:

978013234554
0132345544

Subject(s):

Nonprofit organizations

DDC classification:

658.8 AND

Contents:

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

Summary: 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

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Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8 AND (Browse shelf(Opens below))	1	Available		0064933

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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

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