MTU Cork Library Catalogue

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Strategic marketing for nonprofit organizations.

By: Kotler, Philip.
Contributor(s): Andreasen, Alan R, 1934-.
Material type: materialTypeLabelBookSeries: 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: 658.8
Contents:
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.
Holdings
Item 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
Total holds: 0

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.

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