Strategic Marketing for Nonprofit Organizations

Alan Andreasen, Philip Kotler

536 pages, parution le 20/02/2004 (6^eme édition)

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Résumé

For junior/senior and graduate-level courses in Marketing for Nonprofit Organizations, Public Administration in Nonprofit Organizations, and Public Health for Nonprofit Organizations. Reflecting the most recent, relevant information in the field, this best-selling text forms a conceptual and 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.

L'auteur - Philip Kotler

Philip Kotler est le plus réputé des Professeurs en Marketing, tant en Europe qu'aux USA. Auteur de gros manuels célèbres, il livre ici la synthèse de son savoir.

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Sommaire

I Developing a customer orientation
- The Growth and Development of Nonprofit Marketing
- Developing a Customer-Centered Mind-Set
II Strategic planning and organization
- Strategic Marketing Planning
- Understanding Consumer Behavior
- Acquiring and Using Marketing Information
- Segmentation, Positioning and Branding
III Developing and organizing resources
- Generating Funds
- Attracting Human Resources: Staff, Volunteers and Boards
- Working with the Private Sector
- Organizing for Implementation
- Planning and Budgeting the Marketing Mix
IV Designing the marketing mix
- Managing the Organizations Offerings
- Social Marketing
- Developing and Launching New Offerings
- Managing Perceived Costs
- Facilitating Marketing Behaviors
- Formulating Communications Strategies
- Managing Communications: Advertising and Personal Persuasion
- Managing Public Media and Public Advocacy
V Controlling marketing strategies
- Marketing Evaluation, Monitoring and Control

Name Index
Organization Index
Subject Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Alan Andreasen, Philip Kotler
Parution	20/02/2004
Édition	6^eme édition
Nb. de pages	536
Format	17,5 x 23,5
Couverture	Broché
Poids	770g
Intérieur	Noir et Blanc
EAN13	9780131227927
ISBN13	978-0-13-122792-7