Strategic marketing for non-profit organizations / / Alan R. Andreasen, Philip R. Kotler

• Autore: Andreasen Alan R. <1934->
• Pubblicazione: Harlow, England : , : Pearson, , [2014]; ©2014
• Edizione: Seventh, Pearson new international edition.
• Descrizione fisica: 1 online resource (474 pages) : illustrations, tables
• Disciplina: 658.8
• Soggetto topico: Nonprofit organizations - Marketing
• Persona (resp. second.): KotlerPhilip
• Note generali: Includes index.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Cover -- Table of Contents -- 1. The Growth and Development of Nonprofit Marketing -- 2. Developing a Target Audience-Centered Mindset -- 3. Strategic Marketing Planning -- 4. Understanding Target Audience Behavior -- 5. Acquiring and Using Marketing Information -- 6. Segmentation, Targeting, and Positioning -- 7. Branding -- 8. Value Propositions: Managing the Organization's Offerings -- 9. Developing and Launching New Offerings -- 10. Managing Perceived Costs -- 11. Facilitating Marketing Behaviors -- 12. Formulating Communication Strategies -- 13. Managing Communications: Advertising and Personal Persuasion -- 14. Managing Public Media and Public Advocacy -- 15. Generating Funds -- 16. Attracting Human Resources: Staff, Volunteers, and Board Members -- 17. Working with the Private Sector -- 18. Organizing for Implementation -- Index.
• Sommario/riassunto: For graduate courses in Nonprofit Marketing and Management. This best-selling text focuses on the impact of nonprofit marketing in the social sector and the growing intersection between nonprofit management and the business world.
• Titolo autorizzato: Strategic marketing for non-profit organizations
• ISBN: 1-292-05627-4
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910154811003321
• Lo trovi qui: Univ. Federico II
• Serie: Always learning.