Strategic marketing for nonprofit organizations.
By: Kotler, Philip.
Contributor(s): Andreasen, Alan R.
Material type: BookSeries: Prentice-Hall series in marketing.Publisher: Englewood Cliffs ; London : Prentice-Hall, 1987Edition: 3rd ed.Description: xvi, 670 p. ; 24 cm.ISBN: 0138512051.Subject(s): Marketing | Nonprofit organizationsDDC classification: 658.8Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
General Lending | MTU Bishopstown Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00046048 |
Includes indexes.
I: Developing a customer orientation -- Marketing in the nonprofit environment -- The marketing philosophy -- Understanding customer behavior -- Market segmentation and customer targeting -- II: Strategic planning and organization -- The strategic marketing planning process -- Marketing research -- Market measurement and forecasting -- Marketing planning -- Organizing for implementation -- Leveraging limited resources -- Fundraising -- III: Designing the marketing 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 -- IV: Controlling marketing strategies -- Marketing evaluation and control.