Strategic Marketing for Nonprofit Organizations

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9780138519322: Strategic Marketing for Nonprofit Organizations

Provides a conceptual and practical foundation for strategic marketing in non-profit organizations, emphasizing strategic evaluations, positioning and market targeting. Checklists, case studies and sample materials are included. The new edition includes a chapter on strategy and social marketing.

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From the Publisher:

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.

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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