Présentation de l'éditeur
Appropriate for junior, senior and graduate-level 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.
Quatrième de couverture
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
