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

By:

Andreasen, Alan R

Contributor(s):

Kotler, Philip

Material type: Text

8120322592

Subject(s):

DDC classification:

658.8 AND

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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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Books	Institute of Public Enterprise, Library S Campus	658.8 AND (Browse shelf(Opens below))	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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Strategic Marketing for Non-profit Organisation / Alan R. Andreasen, Philip Kotler.

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