Strategic Marketing for Nonprofit Organizations: Cases and ReadingsPrentice-Hall, 1987 - 386 pagina's Abstract: 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. |
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Pagina 4
... administrators tough ques- tions about the organization's mission , op- portunities , and strategies . Unfortunately , many administrators are mere " Monday- morning quarterbacks " when it comes to strategic planning . At a time when ...
... administrators tough ques- tions about the organization's mission , op- portunities , and strategies . Unfortunately , many administrators are mere " Monday- morning quarterbacks " when it comes to strategic planning . At a time when ...
Pagina 7
... administrators , sandwiched between several other sessions during the 1975 con- vention of the American College of Hospital Administrators , drew about one - third of the 2,000 attendees . Perhaps they were tired of hearing panels on ...
... administrators , sandwiched between several other sessions during the 1975 con- vention of the American College of Hospital Administrators , drew about one - third of the 2,000 attendees . Perhaps they were tired of hearing panels on ...
Pagina 122
... administrators would examine all plans . There would likely be more than one iteration to this process . In fact , it may take on a negotiation flavor . The strategic planning process is a sequential one where the goals and broad ...
... administrators would examine all plans . There would likely be more than one iteration to this process . In fact , it may take on a negotiation flavor . The strategic planning process is a sequential one where the goals and broad ...
Inhoudsopgave
DEVELOPING A CUSTOMER ORIENTATION | 1 |
Strategies for Introducing Marketing into Nonprofit Organizations | 11 |
THE FIRST 10 YEARS | 14 |
Copyright | |
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activities addition administrators advertising agency analysis approach arts Association attendance behavior benefits Blood campaign Center concerned considered consumer cost customers decisions demand determine direct director distribution donors effective efforts event example EXHIBIT facilities Figure funding goals going groups hospital important increase individual institution interest involvement issues League less live major March membership ment needs nonprofit objectives offered operating opportunities organization percent performance planning population position possible potential present problems promotion questions raising relations response season sector segments selected serve social marketing sources specific staff stage strategy success survey TABLE task tion United University variables women