Higher Ed. and Vocational >> Business and Economics >> Marketing >> Marketing



  • Alan R . Andreasen
  • Philip Kotler
  • Author: Alan R . Andreasen
    • ISBN:9789353435035
    • 10 Digit ISBN:935343503X
    • Price:Rs. 785.00
    • Pages:568
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available

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    The book delves into 'nonprofit marketing that is poised to have a much greater impact on the field of nonprofit management and the growing intersection between that sector and the business world'. This edition further reflects the fact that this impact is now a reality, with a special focus on the nonprofit management and marketing strategies in India and South Asia.

    Table of Content

    SECTION I DEVELOPING A TARGET AUDIENCE ORIENTATION 1 Chapter 1 The Growth and Development of Nonprofit Marketing Chapter 2 Developing a Target Audience-Centered Mindset SECTION II STRATEGIC PLANNING AND ORGANIZATION Chapter 3 Strategic Marketing Planning Chapter 4 Understanding Target Audience Behavior Chapter 5 Acquiring and Using Marketing Information Chapter 6 Segmentation, Targeting, and Positioning Chapter 7 Branding SECTION III DESIGNING THE MARKETING MIX Chapter 8 Value Propositions: Managing the Organization's Offerings Chapter 9 Developing and Launching New Offerings Chapter 10 Managing Perceived Costs Chapter 11 Facilitating Marketing Behaviors Chapter 12 Formulating Communication Strategies Chapter 13 Managing Communications: Advertising and Personal Persuasion Chapter 14 Managing Public Media and Public Advocacy SECTION IV DEVELOPING RESOURCES Chapter 15 Generating Funds Chapter 16 Attracting Human Resources: Staff, Volunteers, and Board Members Chapter 17 Working with the Private Sector SECTION V ORGANIZING AND CONTROLLING MARKETING STRATEGIES Chapter 18 Organizing for Implementation Chapter 19 Marketing Evaluation, Monitoring, and control

    Salient Features

    Increasing pressure on government agencies and nonprofit organizations to adopt business models and frameworks to guide their operations - The prominence of the concept of ‘social enterprise' as a way of thinking about the ventures that both social and commercial entities are undertaking - Witnessing of major developments pertaining to corporate social responsibility leading to a substantial increase in the number of not-for-profit organizations in several South-Asian countries - Significant increase in dialogue between not for profit organizations, corporate world, government, and regulators "