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 113
... influence both attitudes and behavioral intentions in the future . Marketers have several options in seeking to influence complex exchanges that are not turning out as the marketer wishes . The marketer can attempt to change the target ...
... influence both attitudes and behavioral intentions in the future . Marketers have several options in seeking to influence complex exchanges that are not turning out as the marketer wishes . The marketer can attempt to change the target ...
Pagina 372
... influence the appropriate mix . The appropriate mar- keting mix is influenced by the following four factors : ( 1 ) the type of con- sumer - individual versus organizational , ( 2 ) the communications task to be accomplished , ( 3 ) the ...
... influence the appropriate mix . The appropriate mar- keting mix is influenced by the following four factors : ( 1 ) the type of con- sumer - individual versus organizational , ( 2 ) the communications task to be accomplished , ( 3 ) the ...
Pagina 538
... influence strategies involving advertising , sales promotion , public relations , and personal selling . For programs to be effective , however , they must be grounded in a clear understanding of influence processes . Influence ...
... influence strategies involving advertising , sales promotion , public relations , and personal selling . For programs to be effective , however , they must be grounded in a clear understanding of influence processes . Influence ...
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