Strategic Marketing for Non-Profit Organizations

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  • Edition: 7th
  • Format: Paperback
  • Copyright: 10/10/2007
  • Publisher: Pearson

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Reflecting the most recent, relevant information in the field, this best-selling book offers readers a 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. For managers and future managers of nonprofit organizations, for-profit organizations, and government agencies.

Table of Contents

Developing a Customer Orientation
The Growth and Development of Nonprofit Marketing
Strategic Planning and Organization
Developing a Customer-Centered Mindset
Strategic Marketing Planning
Understanding Consumer Behavior
Acquiring and Using Marketing Information
Segmentation, Positioning, and Branding
Designing the Marketing Mix
Managing the Organization's Offerings
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
Developing and Organizing Resources
Generating Funds
Attracting Human Resources: Staff, Volunteers, and Boards
Working with the Private Sector
Organizing and Controlling Marketing Strategies
Organizing for Implementation
Marketing Evaluation, Monitoring, and Control
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