Strategic marketing for nonprofit organizations
- 5. ed
- Upper Saddle River : Prentice Hall, 1996
- 632 p.
Section I - Developing a customer orientation Chapter 1 - The growth and development of nonprofit marketing Chapter 2 - Developing a customer-centered mind-set Section II - Strategic planning and organization Chapter 3 - The strategic marketing planning process Chapter 4 - Understanding consumer behavior Chapter 5 - Developing a core marketing strategy: segmenting the market Chapter 6 - Positioning the organization Chapter 7 - Acquiring and using marketing information Section III - Developing and organizing resources Chapter 8 - Fund-raising Chapter 9 - Acquiring and managing volunteers Chapter 10 - Working with the private sector Chapter 11 - Organizing for implementation Section IV - Designing the marketing mix Chapter 12 - Planning and budgeting the marketing mix Chapter 13 - Managing products and services Chapter 14 - Social marketing Chapter 15 - Developing and lauching new offerings Chapter 16 - Managing perceived costs Chapter 17 - Managing the marketing channel Chapter 18 - Formulating communications strategies Chapter 19 - Managing advertising and sales promotion Chapter 20 - Managing public media and public advocacy Chapter 21 - Managing personal influence Section V - Controlling marketing strategies Chapter 22 - Marketing evaluation and control