TY  - BOOK
AU  - Andreasen,Alan R.
AU  - Kotler,Philip
TI  - Strategic marketing for nonprofit organizations
SN  - 978013234554
U1  - 658.8 AND 
PY  - 2008///
CY  - Upper Saddle River, NJ
PB  - Pearson/Prentice Hall
KW  - Nonprofit organizations
N1  - 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
N2  - 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

ER  -