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Autore: | Andreasen Alan R. <1934-> |
Titolo: | Strategic marketing for non-profit organizations / / Alan R. Andreasen, Philip R. Kotler |
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 |
Opac: | Controlla la disponibilità qui |