Strategic marketing for nonprofit organizations /
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
Сохранить в:
| Главный автор: | |
|---|---|
| Другие авторы: | |
| Формат: | |
| Опубликовано: |
Upper Saddle River, NJ :
Pearson/Prentice Hall,
c2008.
|
| Редактирование: | 7th ed. |
| Предметы: | |
| Метки: |
Добавить метку
Нет меток, Требуется 1-ая метка записи!
|
Оглавление:
- 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