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Strategic Marketing For Nonprofit Organizations
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ISBN
:
9788120338906
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Publisher
:
PHI Learning Private Limited
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Subject
:
Business & Management
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Binding
:
Paperback
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Pages
:
404
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Year
:
2009
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425.0
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357.0
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Description
Now in its seventh edition, this landmark book provides new and important insights on nonprofit organizations. It offers a powerful framework to understand how marketing is—and ought to be — used in the nonprofit environment. The authors clearly show that marketing is an importantstrategic activity and how it can be used to improve organizational performance. Besides managers in the nonprofit organizations and students of marketing, this book will also be helpful to managers in both the government and corporate domains, in having an insight in social marketing Table of Contents Preface SECTION I DEVELOPING A TARGET AUDIENCE ORIENTATION Chapter 1 The Growth and Development of Nonprofit Marketing Chapter 2 Developing a Target Audience-Centered Mindset SECTION II STRATEGIC PLANNING AND ORGANIZATION Chapter 3 Strategic Marketing Planning Chapter 4 Understanding Target Audience Behavior Chapter 5 Acquiring and Using Marketing Information Chapter 6 Segmentation, Targeting, and Positioning Chapter 7 Branding SECTION III DESIGNING THE MARKETING MIX Chapter 8 Value Propositions: Managing the Organization’s Offerings Chapter 9 Developing and Launching New Offerings Chapter 10 Managing Perceived Costs Chapter 11 Facilitating Marketing Behaviors Chapter 12 Formulating Communication Strategies Chapter 13 Managing Communications: Advertising and Personal Persuasion Chapter 14 Managing Public Media and Public Advocacy SECTION IV DEVELOPING RESOURCES Chapter 15 Generating Funds Chapter 16 Attracting Human Resources: Staff, Volunteers, and Board Members Chapter 17 Working with the Private Sector SECTION V ORGANIZING AND CONTROLLING MARKETING STRATEGIES Chapter 18 Organizing for Implementation Chapter 19 Marketing Evaluation, Monitoring, and Control Index
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