| Description |
xvi, 670 pages : illustrations ; 24 cm |
| Series |
Prentice-Hall series in marketing |
|
Prentice-Hall series in marketing.
|
| Contents |
Developing a customer orientation -- Marketing in the nonprofit environment -- The marketing philosophy -- Understanding consumer behavior -- Market segmentation and customer targeting -- Strategic planning and organization -- The strategic marketing planning process -- Marketing research -- Market measurement and forecasting -- Marketing planning -- Organizing and implementing -- Leveraging limited resources -- Fundraising -- Designing the markteting mix -- Designing and analyzing marketing programs -- Developing new offerings -- Managing offerings over the life cycle -- Strategies for products, services, and social behaviors -- Managing perceived costs -- Managing the marketing channel -- Formulating communication strategies for influencing behavior -- Managing advertising and sales promotion -- Managing public relations -- Managing personal selling -- Controlling marketing strategies -- Marketing evaluation and control |
| Analysis |
Customer behavior--Market segmentation--Customer targeting--Strategic planning--Marketing research--Market measurement and forecasting--Marketing planning--Fundraising--Designing and analyzing marketing programs--Advertising and sales promotion-Public relations--Personal selling |
|
Marketing by non-profit making organisations |
| Notes |
Rev. ed. of: Marketing for nonprofit organizations / Philip Kotler. 2nd ed. 1982 |
| Bibliography |
Includes bibliographies and indexes |
| Subject |
Nonprofit organizations -- Marketing.
|
|
Nonprofit organizations -- United States -- Marketing -- Case studies.
|
|
Marketing -- Case studies.
|
|
Nonprofit organizations -- United States.
|
|
Organizations, Nonprofit -- economics.
|
| Author |
Andreasen, Alan R., 1934-
|
|
Kotler, Philip.
Marketing for nonprofit organizations
|
| LC no. |
86025538 |
| ISBN |
0138512051 |
|
