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 100
... basketball revenues covered only 17 percent of expenses while men's basketball revenues exceeded expenses by 35 percent . Although men's football and basketball had been the primary source of athletic rev- enue at NLU as well as at most ...
... basketball revenues covered only 17 percent of expenses while men's basketball revenues exceeded expenses by 35 percent . Although men's football and basketball had been the primary source of athletic rev- enue at NLU as well as at most ...
Pagina 101
... basketball . For instance , the average attendance during the current year for all NCAA Division I women's basketball games ( excluding double headers with men ) was only 555 - up 9.25 percent over the pre- vious year . Yet , a few ...
... basketball . For instance , the average attendance during the current year for all NCAA Division I women's basketball games ( excluding double headers with men ) was only 555 - up 9.25 percent over the pre- vious year . Yet , a few ...
Pagina 102
... basketball survey Dear Fan : To learn more about the growing interest in WOMEN'S college basketball , please help us by completing this questionnaire . It will take you less than 10 minutes to complete . THANK YOU . SECTION 1 For EACH ...
... basketball survey Dear Fan : To learn more about the growing interest in WOMEN'S college basketball , please help us by completing this questionnaire . It will take you less than 10 minutes to complete . THANK YOU . SECTION 1 For EACH ...
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