Nonprofit marketing : marketing management for charitable and nongovernmental organizations /

"Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations is a conceptually strong text that gives students marketing strategies for nonprofit, charitable, and nongovernmental organizations, while providing them with a broad treatment of marketing basics. Writt...

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Wymer, Walter W.
Other Authors: Knowles, Patricia A., Gomes, Roger
Format: Electronic eBook
Language:Inglés
Published: Thousand Oaks : SAGE Publications, 2006.
Subjects:
Nonprofit organizations > Marketing.
Marketing > Management.
Associations sans but lucratif > Marketing.
Marketing > Gestion.
BUSINESS & ECONOMICS > Distribution.
BUSINESS & ECONOMICS > Marketing > General.
Marketing > Management
Nonprofit organizations > Marketing
Nonprofit-Organisation
Marketing
Marketing.
Niet-commerciële organisaties.
Online Access:Texto completo
Table of Contents:
  • Introduction to nonprofit marketing
  • Setting the path of the nonprofit organization : mission focus, strategic objectives, differentiation, positioning, unique value proposition, branding, segmentation
  • Research in nonprofit organizations
  • Strategic marketing analysis and planning
  • Offers in nonprofit organizations : product and place
  • Offers in nonprofit organizations : promotion and price
  • Direct marketing tactics
  • Strategic approaches to attracting major gifts
  • Special events in the nonprofit sector
  • Marketing to volunteers
  • Social marketing
  • Cause-related marketing and other collaborations with the business sector.

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