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 70
... benefits in exchange . The marketer can be a seller or a buyer.2 2. Each can offer something that the other perceives to be a benefit or benefits . If one of the parties has nothing that is valued by the other party , the exchange will ...
... benefits in exchange . The marketer can be a seller or a buyer.2 2. Each can offer something that the other perceives to be a benefit or benefits . If one of the parties has nothing that is valued by the other party , the exchange will ...
Pagina 72
... benefits of the behavior the marketer seeks to exceed the costs or sacrifices the behavior entails and this ratio of benefits to costs is better than that achieved by " spending " the costs in any other conceivable way . 4. Behavior by ...
... benefits of the behavior the marketer seeks to exceed the costs or sacrifices the behavior entails and this ratio of benefits to costs is better than that achieved by " spending " the costs in any other conceivable way . 4. Behavior by ...
Pagina 354
... benefits exceed its costs . THEORY OF BENEFIT / COST ANALYSIS Suppose a nonprofit organization is considering a choice between three programs , X , Y , and Z. All programs are estimated to cost about the same- say , 10 ( in thousands of ...
... benefits exceed its costs . THEORY OF BENEFIT / COST ANALYSIS Suppose a nonprofit organization is considering a choice between three programs , X , Y , and Z. All programs are estimated to cost about the same- say , 10 ( in thousands of ...
Inhoudsopgave
X | 25 |
STRATEGIC PLANNING | 156 |
Implementation | 273 |
Copyright | |
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