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. |
Vanuit het boek
Resultaten 1-3 van 66
Pagina 115
... decision until the re- sults are in . The benefits result from improv- ing the quality of decisions under consider- ation . Any improvement , in turn , is a function of the stakes involved and how uncertain you are about the rightness ...
... decision until the re- sults are in . The benefits result from improv- ing the quality of decisions under consider- ation . Any improvement , in turn , is a function of the stakes involved and how uncertain you are about the rightness ...
Pagina 264
... decisions , such as prices to be charged , programs to be offered , and promotion , also need to be considered . Distribution objectives should be carefully integrated into the overall marketing plan to achieve an integrated , cohesive ...
... decisions , such as prices to be charged , programs to be offered , and promotion , also need to be considered . Distribution objectives should be carefully integrated into the overall marketing plan to achieve an integrated , cohesive ...
Pagina 265
... decisions Direct Distribution Indirect Distribution FIGURE 3 : Alternative horizontal distribution decisions DIRECT PROVIDER. Federal Government Federal Government Federal Government States Citizens Cities or Counties Citizens Cities or ...
... decisions Direct Distribution Indirect Distribution FIGURE 3 : Alternative horizontal distribution decisions DIRECT PROVIDER. Federal Government Federal Government Federal Government States Citizens Cities or Counties Citizens Cities or ...
Inhoudsopgave
DEVELOPING A CUSTOMER ORIENTATION | 1 |
Strategies for Introducing Marketing into Nonprofit Organizations | 11 |
THE FIRST 10 YEARS | 14 |
Copyright | |
26 andere gedeelten niet getoond
Veelvoorkomende woorden en zinsdelen
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