Strategic Marketing for Nonprofit Organizations
Prentice Hall, 1991 - Associations sans but lucratif - Marketing - 644 pages
Provides a conceptual and practical foundation for strategic marketing in non-profit organizations, emphasizing strategic evaluations, positioning and market targeting. Checklists, case studies and sample materials are included. The new edition includes a chapter on strategy and social marketing.
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Segmenting the Market
Acquiring and Using Marketing
18 other sections not shown
achieve activities advertising agencies alternative American Red Cross analysis approach arts asked attitudes attract behavior benefits budget buyers campaign charity competition competitors condoms consider contraceptive corporations cost decisions demand develop differentiated marketing director donations donors effective evaluation example exchange Figure function fund-raising funds give goals hospital important increase individual influence interest involve major marketer's marketing manager marketing mix marketing planning marketing programs marketing research marketing strategy measure museum needs nonprofit marketing nonprofit organizations objectives offer organiza organization's orientation patients percent performance Philip Kotler physicians position potential problem promotion public relations recruiting response revenue sales force sales representatives San Gabriel Valley sector segments selling Smokey the Bear social marketing sources specific staff target audience target market techniques tion volunteers