Strategic marketing for nonprofit organizations

摘要: SECTION I Developing a Customer Orientation Chapter 1 The Growth and Development of Nonprofit Marketing II Strategic Planning Organization 2 Customer-Centered Mindset 3 4 Understanding Consumer Behavior 5 Acquiring Using Information 6 Segmentation, Positioning, Branding CHAPTER 7 III Designing the Mix 8 Managing Organization's Offerings 9 Launching New 10 Perceived Costs 11 Facilitating Behaviors 12 Formulating Communications Strategies 13 Communications: Advertising Personal Persuasion 14 Public Media Advocacy IV Organizing Resources 15 Generating Funds 16 Attracting Human Resources: Staff, Volunteers, Boards 17 Working with Private Sector Section V Controlling 18 for Implementation 19 Evaluation, Monitoring, Control