000			02082cam a2200229 a 4500
020			_a978013234554 _cTZS 26,550/=
020			_a0132345544
040			_aMUL _beng _eAACR
082	0	0	_a658.8 AND
100	1		_aAndreasen, Alan R.
245	1	0	_aStrategic marketing for nonprofit organizations / _cAlan R. Andreasen and Philip Kotler.
250			_a7th ed.
260			_aUpper Saddle River, NJ : _bPearson/Prentice Hall, _cc2008.
300			_axxii, 504 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references and index.
505			_a 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
520			_aReflecting 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
546			_aeng
650		0	_aNonprofit organizations
700	1		_aKotler, Philip.
942			_cBK
999			_c10256 _d10256