Strategic Marketing For Nonprofit Organizations, 7e
The book delves into ‘non-profit marketing that is poised to have a much greater impact on the field of non-profit management and the growing intersection between that sector and the business world’.
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Strategic Marketing For Nonprofit Organizations, 7e
The book delves into ‘non-profit marketing that is poised to have a much greater impact on the field of non-profit management and the growing intersection between that sector and the business world’. This edition further reflects the fact that this impact is now a reality, with a special focus on the non-profit management and marketing strategies in India and South Asia. Features: increasing pressure on government agencies and non-profit organizations to adopt business models and frameworks to guide their operations the prominence of the concept of ‘social enterprise’ as a way of thinking about the ventures that both social and commercial entities are undertaking witnessing of major developments pertaining to corporate social responsibility leading to a substantial increase in the number of not-for-profit organizations in several south-Asian countries significant increase in dialogue between not for Profit organizations, corporate world, government, and regulators.
Features:
- Increasing pressure on government agencies and nonprofit organizations to adopt business models and frameworks to guide their operations
- The prominence of the concept of ‘social enterprise’ as a way of thinking about the ventures that both social and commercial entities are undertaking
- Witnessing of major developments pertaining to corporate social responsibility leading to a substantial increase in the number of not-for-profit organizations in several SouthAsian countries
- Significant increase in dialogue between not for profit organizations, corporate world, government, and regulators
Contents:
Section I Developing a Customer Orientation
1. The Growth and Development of Nonprofit Marketing
2. Developing a Target Audience-Centered Mindset
Section II Strategic Planning and Organization
3. Strategic Marketing Planning
4. Understanding Target Audience Behavior
5. Acquiring and Using Marketing Information
6. Segmentation, Targeting, and Positioning
7. Branding
Section III Designing the Marketing Mix
8. Value Propositions: Managing the Organization’s Offerings
9. Developing and Launching New Offerings
10. Managing Perceived Costs
11. Facilitating Marketing Behaviors
12. Formulating Communication Strategies
13. Managing Communications: Advertising and Personal Persuasion
14. Managing Public Media and Public Advocacy
Section IV Developing and Organizing Resources
15. Generating Funds
16. Attracting Human Resources: Staff, Volunteers, and Board Members
17. Working with the Private Sector
Section V organizing and Controlling Marketing Strategies
18. Organizing for Implementation
19. Marketing Evaluation, Monitoring, and control
| Book | |
|---|---|
| Author | Andreasen |
| Pages | 568 |
| Year | 2019 |
| ISBN | 9789353435035 |
| Publisher | Pearson |
| Language | English |
| Uncategorized | |
| Edition | 7/e |
| Weight | 170 g |
| Dimensions | 20.3 x 25.4 x 4.7 cm |
| Binding | Paperback |