Marketing for Nonprofit Organizations, 2nd Edition

Inbunden, Engelska, 1996

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Beskrivning

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.

Produktinformation

Utgivningsdatum:1996-03-25
Mått:161 x 240 x 30 mm
Vikt:881 g
Format:Inbunden
Språk:Engelska
Antal sidor:480
Upplaga:2
Förlag:Bloomsbury Publishing Plc
ISBN:9780865692541

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

DAVID L. RADOS is Professor of Marketing at the Owen Graduate School of Management at Vanderbilt University. He has written three books, including Pushing the Numbers in Marketing (Quorum Books, 1992).

Innehållsförteckning

Preface Introduction Introduction What Is Marketing? Tools for the Marketer The Financial Side of Marketing Decisions Behavior of Clients and Backers How Price and Other Costs Influence Behavior Marketing Research Marketing Strategy Focus: Competition, Segmentation, Targeting, and Positioning Marketing Strategy: The Preliminaries Developing a Marketing Strategy The Elements of the Marketing Program Product and Service Strategy Delivering the Goods (and Services) by Means of Channels of Distribution Prices and Other Costs Borne by Clients Communications Advertising Personal Selling Public Relations and Sales Promotion Control and Organization Getting Resources Giving and Raising Funds The Cost of Raising Funds Volunteers and Board Members Selected Bibliography Index