Strategic Marketing for Nonprofit Organizations: Cases and ReadingsAbstract: This text applies the basic principles and practices of marketing to a nonprofit environment and introduces the reader to basic concepts and tools for developing and implementing and managing a marketing effort. Part One focuses on developing a philosophy for marketing and is keyed primarily on the notion of developing a customer orientation. Part Two deals primarily with strategic planning and organization and covers the topical areas of the strategic marketing planning process, marketing research, market measurement and forecasting marketing planning, organization, leveraging limited resources, and fund raising. Part Three discusses a wide array of conceptual tools for determining an acceptable marketing mix. In Part Three the authors explain the notion of a marketing mix; describes differences in marketing programs for products, services, and desirable social behaviors; discusses management of the marketing effort; as well as basic concepts in the communication process and their relationship to marketing. Part Four deals exclusively with the notion of evaluation and control in the marketing process. |
From inside the book
Try this search over all volumes: bivariate
Results 1-0 of 0
Contents
Cases and Readings | 1 |
THE FIRST 10 YEARS | 14 |
Strategies for Introducing Marketing into Nonprofit Organizations | 28 |
Copyright | |
26 other sections not shown
Common terms and phrases
activities administrators advertising agency Amfleet Amtrak analysis approach arts attendance B/F B/F Baptists basketball behavior benefits birth defects campaign Center condom consumer cost customers D/C D/C decisions director Disney distribution donors ence evaluation EXHIBIT facilities family planning fund raising GO Transit goals groups health care organizations hospital important increase institution involvement Kent Kent State University keting Kotler League major March of Dimes market segments marketing mix marketing plan marketing research membership ment needs nonbusiness nonprofit organizations objectives offered operating Ozark Saints percent performance personnel Philip Kotler physicians Planned Parenthood population potential problems professional promotion psychographic response sector serve social marketing special events specific staff strategic planning Studio Club sumer symphony target markets theater tion tive Total transit University users variables WCNY women YMCA