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Strategic Marketing for Non-profit Organisation / Alan R. Andreasen, Philip Kotler.

By: Andreasen, Alan RContributor(s): Kotler, PhilipMaterial type: TextTextLanguage: English Publisher: New Delhi : Prentice Hall, ©2003Edition: 6th edDescription: v, 536 pages : illustrations ; 25 cmISBN: 8120322592Subject(s): Nonprofit organizations -- Marketing | MarketingDDC classification: 658.8
Contents:
I. Developing a customer orientation. 1. The growth and development of nonprofit marketing. 2. Developing a customer-centered mindset -- II. Strategic planning and organization. 3. Strategic marketing planning. 4. Understanding target audience 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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Books Institute of Public Enterprise, Library
S Campus 		658.8 AND (Browse shelf) Available 32170

I. Developing a customer orientation. 1. The growth and development of nonprofit marketing. 2. Developing a customer-centered mindset --
II. Strategic planning and organization. 3. Strategic marketing planning. 4. Understanding target audience 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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