Description
Prentice-Hall Strategic Marketing for Nonprofit Organizations by Andreasen Alan R.
Now in its seventh edition, this landmark book provides new and important insights on nonprofit organizations. It offers a powerful framework to understand how marketing is—and ought to be — used in the nonprofit environment. The authors clearly show that marketing is an important strategic activity and how it can be used to improve organizational performance. Besides managers in the nonprofit organizations and students of marketing, this book will also be helpful to managers in both the government and corporate domains, in having an insight in social marketingTable of ContentsContentsPrefaceSECTION I DEVELOPING A TARGET AUDIENCE ORIENTATIONChapter 1 The Growth and Development of Nonprofit MarketingChapter 2 Developing a Target Audience-Centered MindsetSECTION II STRATEGIC PLANNING AND ORGANIZATIONChapter 3 Strategic Marketing PlanningChapter 4 Understanding Target Audience BehaviorChapter 5 Acquiring and Using Marketing InformationChapter 6 Segmentation, Targeting, and PositioningChapter 7 BrandingSECTION III DESIGNING THE MARKETING MIXChapter 8 Value Propositions: Managing the Organization's OfferingsChapter 9 Developing and Launching New OfferingsChapter 10 Managing Perceived CostsChapter 11 Facilitating Marketing BehaviorsChapter 12 Formulating Communication StrategiesChapter 13 Managing Communications: Advertising and Personal PersuasionChapter 14 Managing Public Media and Public AdvocacySECTION IV DEVELOPING RESOURCESChapter 15 Generating FundsChapter 16 Attracting Human Resources: Staff, Volunteers, and Board MembersChapter 17 Working with the Private SectorSECTION V ORGANIZING AND CONTROLLING MARKETINGSTRATEGIESChapter 18 Organizing for ImplementationChapter 19 Marketing Evaluation, Monitoring, and ControlIndex