Marketing for Nonprofit Organizations
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ISBN-13:
9780865692541
Veröffentl:
1996
Einband:
HC gerader Rücken kaschiert
Erscheinungsdatum:
25.03.1996
Seiten:
480
Autor:
David Rados
Gewicht:
883 g
Format:
240x161x30 mm
Sprache:
Englisch
Beschreibung:
A professional book and text for anyone interested in marketing in the nonprofit sector. Rados covers the entire field, from explaining what marketing is to describing the role of marketing in the nonprofit organization. He provides specifics on pricing, distribution, product, and marketing communications. He thoroughly treats raising money and attracting and keeping volunteers.By providing illustrations and examples, Rados teaches the reader to analyze marketing problems and make sound decisions. Of interest to nonprofit managers, marketers, and business students.
A professional book and text for anyone interested in marketing in the nonprofit sector. It covers the entire field from explaining what marketing is to describing the role of marketing in the nonprofit organization. It provides specifics on pricing, distribution, product, and marketing communications.
PrefaceIntroductionIntroductionWhat Is Marketing?Tools for the MarketerThe Financial Side of Marketing DecisionsBehavior of Clients and BackersHow Price and Other Costs Influence BehaviorMarketing ResearchMarketing StrategyFocus: Competition, Segmentation, Targeting, and PositioningMarketing Strategy: The PreliminariesDeveloping a Marketing StrategyThe Elements of the Marketing ProgramProduct and Service StrategyDelivering the Goods (and Services) by Means of Channels of DistributionPrices and Other Costs Borne by ClientsCommunicationsAdvertisingPersonal SellingPublic Relations and Sales PromotionControl and OrganizationGetting ResourcesGiving and Raising FundsThe Cost of Raising FundsVolunteers and Board MembersSelected BibliographyIndex
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