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
The Growth and Development of Nonprofit Marketing
SECTION II Strategic Planning and Organization
Developing a Customer-Centered Mindset
Strategic Marketing Planning
Understanding Consumer Behavior
Acquiring and Using Marketing Information
Segmentation, Positioning, and Branding
SECTION III 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
SECTION IV Developing and Organizing Resources
Attracting Human Resources: Staff, Volunteers, and Boards
Working with the Private Sector
Section V Organizing and Controlling Marketing Strategies
Organizing for Implementation
Marketing Evaluation, Monitoring, and Control
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$88.99 | ISBN-13: 978-0-13-175374-7