Published by Pearson Higher Education (October 3, 2013) © 2014
Philip Kotler | Alan AndreasenProduct Information
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.
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.
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- 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