Strategic Marketing for Non-Profit Organizations
(Sprache: Englisch)
For graduate courses in Nonprofit Marketing and Management. 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.
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For graduate courses in Nonprofit Marketing and Management. 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.
Inhaltsverzeichnis zu „Strategic Marketing for Non-Profit Organizations “
SECTION I Developing a Customer Orientation Chapter 1 The Growth and Development of Nonprofit Marketing SECTION II Strategic Planning and Organization Chapter 2 Developing a Customer-Centered Mindset Chapter 3 Strategic Marketing Planning Chapter 4 Understanding Consumer Behavior Chapter 5 Acquiring and Using Marketing Information Chapter 6 Segmentation, Positioning, and Branding CHAPTER 7 Branding SECTION III Designing the Marketing Mix Chapter 8 Managing the Organization's Offerings Chapter 9 Developing and Launching New Offerings Chapter 10 Managing Perceived Costs Chapter 11 Facilitating Marketing Behaviors Chapter 12 Formulating Communications Strategies Chapter 13 Managing Communications: Advertising and Personal Persuasion Chapter 14 Managing Public Media and Public Advocacy SECTION IV Developing and Organizing Resources Chapter 15 Generating Funds Chapter 16 Attracting Human Resources: Staff, Volunteers, and Boards Chapter 17 Working with the Private Sector Section V Organizing and Controlling Marketing Strategies Chapter 18 Organizing for Implementation Chapter 19 Marketing Evaluation, Monitoring, and Control
Bibliographische Angaben
- Autoren: Alan R. Andreasen , Philip Kotler
- 2008, 7th International edition, XXII, 504 Seiten, Maße: 17,7 x 23,5 cm, Kartoniert (TB), Englisch
- Verlag: Addison-Wesley
- ISBN-10: 0132345544
- ISBN-13: 9780132345545
Sprache:
Englisch
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