Strategic marketing for nonprofit organizations

Type:
boek
Titel:
Strategic marketing for nonprofit organizations
Auteur:
Andreasen, Alan R.; Kotler, Philip
Jaar:
2003
Taal:
Engels
Uitgever:
Upper Saddle River (N.J.) : Pearson education, 2003
Paginering:
VII, 536 p.: ill.
Plaatsnummer:
SQR.375.9 ANDR 03 (Luipaardstraat Kortrijk)
ISBN:
0131227920
Onderwerp:
Nonprofit organizations
Marketing Non-profitorganisaties
Samenvatting:
I. DEVELOPING A CUSTOMER ORIENTATION. 1. The Growth and Development of Nonprofit Marketing. 2. Developing a Customer-Centered Mind-Set. II. STRATEGIC PLANNING AND ORGANIZATION. 3. Strategic Marketing Planning. 4. Understanding Consumer Behavior. 5. Acquiring and Using Marketing Information. 6. Segmentation, Positioning and Branding. III. DEVELOPING AND ORGANIZING RESOURCES. 7. Generating Funds. 8. Attracting Human Resources: Staff, Volunteers and Boards. 9. Working with the Private Sector. 10. Organizing for Implementation. 11. Planning and Budgeting the Marketing Mix. IV. DESIGNING THE MARKETING MIX. 12. Managing the Organization's Offerings. 13. Social Marketing. 14. Developing and Launching New Offerings. 15. Managing Perceived Costs. 16. Facilitating Marketing Behaviors. 17. Formulating Communications Strategies. 18. Managing Communications: Advertising and Personal Persuasion. 19. Managing Public Media and Public Advocacy. V. CONTROLLING MARKETING STRATEGIES. 20. Marketing Evaluation, Monitoring and Control.
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