Research Catalog

Title

Strategic marketing for nonprofit organizations / Alan R. Andreasen, Philip Kotler.

Author

Andreasen, Alan R., 1934-

Publication

Upper Saddle River, NJ : Pearson/Prentice Hall, [2008], ©2008.

Items in the Library & Off-site

Holdings

Details

Additional Authors

Kotler, Philip.

Description

xxii, 504 pages : illustrations; 25 cm

Subject

Nonprofit organizations > Marketing

Bibliography (note)

• Includes bibliographical references and index.

Contents

Sect. I. Developing a target audience orientation -- Ch. 1. The growth and development of nonprofit marketing -- Ch. 2. Developing a target audience-centered mindset -- Sect. II. Strategic planning and organization -- Ch. 3. Strategic marketing planning -- Ch. 4. Understanding target audience behavior -- Ch. 5. Acquiring and using marketing information -- Ch. 6. Segmentation, targeting, and positioning -- Ch. 7. Branding -- Sect. III. Designing the marketing mix -- Ch. 8. Value propositions: managing the organization's offerings -- Ch. 9. Developing and launching new offerings -- Ch. 10. Managing perceived costs -- Ch. 11. Facilitating marketing behaviors -- Ch. 12. Formulating communication strategies -- Ch. 13. Managing communications: advertising and personal persuasion -- Ch. 14. Managing public media and public advocacy -- Sect. IV. Developing resources -- Ch. 15. Generating funds -- Ch. 16. Attracting human resources: staff, volunteers, and board members -- Ch. 17. Working with the private sector -- Sect. V. Organizing and controlling marketing strategies -- Ch. 18. Organizing for implementation -- Ch. 19. Marketing evaluation, monitoring, and control.

ISBN

• 9780131753723 (hardcover : alk. paper)
• 013175372X (hardcover : alk. paper)

LCCN

2007032487

OCLC

• ocn154685506
• SCSB-9036024

Owning Institutions

Columbia University Libraries