Strategic Marketing for Nonprofit Organizations: United States Edition - Rilegato

Andreasen, Alan R.; Kotler, Philip

Rilegato

ISBN 10: 013041977X ISBN 13: 9780130419774

Casa editrice: Pearson College Div, 2002

Riassunto

Reflecting the most recent, relevant information in the field, this best-selling book offers readers a practical foundation for marketing in nonprofit organizations. Its coverage encompasses the entire marketing process, providing valuable insights on strategic evaluations, positioning, market targeting, and more. For managers and future managers of nonprofit organizations, for-profit organizations, and government agencies.

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Dalla quarta di copertina:

FROM THE PREFACE...

This sixth edition of Strategic Marketing for Nonprofit Organizations marks a major change in the way in which nonprofit marketing is conceived and applied. Much more strongly than in previous editions, this book seeks to position marketing as perhaps the most critical?if not the most critical?discipline needed for nonprofit success. It argues that success ultimately requires the influencing of the behavior in a wide range of key target markets?clients, fenders, polity makers, volunteers, the media as well as the nonprofit's own staff: This is the province of marketing! Marketers are the "behavioral influence business:" The book positions marketing as absolutely central to top management's achievement of the organization's mission. Implicit in this volume is the notion that everyone in nonprofit management?including the CEO?ought to have a thorough grounding in marketing and what it does and can do.
? Alan R. Andreasen and Philip Kotler

Product Description:

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Su questa edizione

• Editore: Pearson College Div
• Data di pubblicazione: 2002
• ISBN 10: 013041977X
• ISBN 13: 9780130419774
• Rilegatura: Copertina rigida
• Numero edizione: 6
• Numero di pagine: 528