Strategic Marketing for Nonprofit Organizations (The Prentice-Hall series in marketing)

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9780138512057: Strategic Marketing for Nonprofit Organizations (The Prentice-Hall series in marketing)

For upper level, MBA, and executive courses in Marketing for Nonprofit Organizations, Public Administration in Nonprofit Organizations, and Public Health for Nonprofit Organizations.

Reflecting the most recent, relevant information in the field, this best-selling text forms a conceptual and 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.

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Review:

"The earlier editions of this book have been a 'must read' and a standard reference book for anyone practicing marketing in the nonprofit sector. It is particularly helpful to people who lack formal training in marketing, but are seriously trying to integrate marketing principles into their business practices. The authors are very well respected in the nonprofit sector and have created a work that is both educational and very practical." - Cynthia Currence, National Vice President, Strategic Marketing and Branding "The bible for nonprofit marketing just got better. This book tells you how to do it ... and do it well. I used to take the book with me as a field guide. Now it is updated for the twenty-first century's challenges in fulfilling our organizational missions." - Bill Novelli, Executive Director, AARP

From the Back Cover:

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

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