内容

目次

I. DEVELOPING A CUSTOMER ORIENTATION. 1. The Growth and Development ofNonprofit Marketing. 2. Developing a Customer-Centered Mind-Set. II.STRATEGIC PLANNING AND ORGANIZATION. 3. The Strategic Marketing PlanningProcess. 4. Understanding Consumer Behavior. 5. Developing a CoreMarketing Strategy: Segmenting the Market. 6. Positioning the Organization.7. Acquiring and Using Marketing Information. III. DEVELOPING ANDORGANIZING RESOURCES. 8. Fund-raising. 9. Acquiring and ManagingVolunteers. 10. Working with the Private Sector. 11. Organizing forImplementation. IV. DESIGNING THE MARKETING MIX. 12. Planning andBudgeting the Marketing Mix. 13. Managing Products and Services. 14. SocialMarketing. 15. Developing and Launching New Offerings. 16. ManagingPerceived Costs. 17. Managing the Marketing Channel. 18. FormulatingCommunications Strategies. 19. Managing Advertising and Sales Promotion.20. Managing Public Media and Public Advocacy. 21. Managing PersonalInfluence. V. CONTROLLING MARKETING STRATEGIES. 22. Marketing Evaluationand Control. Name Index. Organization Index. Subject Index.