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Reflecting the most recent, relevant information in the field, this best-selling book offers readers a practical foundation for marketing in nonprofit organizations.
Its coverage encompasses the entire marketing process, providing valuable insights on strategic evaluations, positioning, market targeting, and more.
For managers and future managers of nonprofit organizations, for-profit organizations, and government agencies.
Table of Contents :
SECTION I Developing a Customer Orientation
1. The Growth and Development of Non-profit Marketing
SECTION II Strategic Planning and Organization
2. Developing a Customer-Centered Mindset
3. Strategic Marketing Planning
4. Understanding Consumer Behavior
5. Acquiring and Using Marketing Information
6. Segmentation, Positioning, and Branding
7. Branding
SECTION III Designing the Marketing Mix
8. Managing the Organization's Offerings
9. Developing and Launching New Offerings
10. Managing Perceived Costs
11. Facilitating Marketing Behaviors
12. Formulating Communications Strategies
13. Managing Communications: Advertising and Personal Persuasion
14. Managing Public Media and Public Advocacy
SECTION IV Developing and Organizing Resources
15. Generating Funds
16. Attracting Human Resources: Staff, Volunteers, and Boards
17. Working with the Private Sector
Section V Organizing and Controlling Marketing Strategies
18. Organizing for Implementation
19. Marketing Evaluation, Monitoring, and Control