Strategic Marketing for non-profit Organisations, Pearson New International Edition, 7th edition

Published by Pearson (1 November 2013) © 2014

  • Alan R Andreasen Northwestern University
  • Philip Kotler Northwestern University
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Details

  • A print edition

Title overview

For graduate courses in Nonprofit Marketing and Management.
This best-selling text focuses on the impact of nonprofit marketing in the social sector and the growing intersection between nonprofit management and the business world.

Table of contents

  • 1. The Growth and Development of Nonprofit Marketing
  • 2. Developing a Target Audience-Centered Mindset
  • 3. Strategic Marketing Planning
  • 4. Understanding Target Audience Behavior
  • 5. Acquiring and Using Marketing Information
  • 6. Segmentation, Targeting, and Positioning
  • 7. Branding
  • 8. Value Propositions: Managing the Organization’s Offerings
  • 9. Developing and Launching New Offerings
  • 10. Managing Perceived Costs
  • 11. Facilitating Marketing Behaviors
  • 12. Formulating Communication Strategies
  • 13. Managing Communications: Advertising and Personal Persuasion
  • 14. Managing Public Media and Public Advocacy
  • 15. Generating Funds
  • 16. Attracting Human Resources: Staff, Volunteers, and Board Members
  • 17. Working with the Private Sector
  • 18. Organizing for Implementation

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