Strategic Marketing for Nonprofit OrganizationsPrentice-Hall, 1987 - 670 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 72
... sumer receives will involve costs for the marketer . 5. The outcome of an exchange may be of fixed duration or continuing . 6. There may be two or more parties ; one or both of whom may be carrying on marketing . Given the exchange ...
... sumer receives will involve costs for the marketer . 5. The outcome of an exchange may be of fixed duration or continuing . 6. There may be two or more parties ; one or both of whom may be carrying on marketing . Given the exchange ...
Pagina 80
... sumer will undertake during and after the exchange process . As defined by Engle and Blackwell , with respect to products and services , Involvement is the activation of extended problem - solving behavior when the act of purchase or ...
... sumer will undertake during and after the exchange process . As defined by Engle and Blackwell , with respect to products and services , Involvement is the activation of extended problem - solving behavior when the act of purchase or ...
Pagina 81
... sumer decisions about products and services that many nonprofit marketers attempt to sell . It is possible that many other nonprofit exchanges , such as small donations , voting on trivial public issues , signing a simple petition , and ...
... sumer decisions about products and services that many nonprofit marketers attempt to sell . It is possible that many other nonprofit exchanges , such as small donations , voting on trivial public issues , signing a simple petition , and ...
Inhoudsopgave
X | 25 |
STRATEGIC PLANNING | 156 |
Implementation | 273 |
Copyright | |
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achieve activities advertising agencies alternative analysis approach arts asked attendance attitudes attract behavior benefits Bob Jones budget buyers campaign competition competitors consider corporations costs criteria customers decide decisions develop differentiated marketing director donations donors effective evaluation example exchange factors Figure foundations function fundraising funds give goals hospital ideas individual influence involve Journal keting major market segments market share marketing expenditure marketing manager marketing mix marketing planning marketing research marketing strategy measures mix strategy museum needs nonprofit marketing nonprofit organizations objectives offer orga organization's organizational orientation patients percent performance person Philip Kotler physicians potential problem promotion public relations recruiting response revenue sales force sales promotion sector selling Smokey Bear social social marketing sources specific staff stage sumers target audience target market techniques tion volunteers wants