David Rados

Marketing for Nonprofit Organizations

• Gebundenes Buch

Produktbeschreibung

A professional book and text for anyone interested in marketing in the nonprofit sector. Rados covers the entire field, from explaining what marketing is to describing the role of marketing in the nonprofit organization. He provides specifics on pricing, distribution, product, and marketing communications. He thoroughly treats raising money and attracting and keeping volunteers. By providing illustrations and examples, Rados teaches the reader to analyze marketing problems and make sound decisions. Of interest to nonprofit managers, marketers, and business students.

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Produktdetails

• Verlag: Praeger
• Seitenzahl: 480
• Erscheinungstermin: 25. März 1996
• Englisch
• Abmessung: 240mm x 161mm x 30mm
• Gewicht: 883g
• ISBN-13: 9780865692541
• ISBN-10: 0865692548
• Artikelnr.: 22390234

Autorenporträt

DAVID L. RADOS is Professor of Marketing at the Owen Graduate School of Management at Vanderbilt University. He has written three books, including Pushing the Numbers in Marketing (Quorum Books, 1992).

Inhaltsangabe

Preface Introduction Introduction What Is Marketing? Tools for the Marketer
The Financial Side of Marketing Decisions Behavior of Clients and Backers
How Price and Other Costs Influence Behavior Marketing Research Marketing
Strategy Focus: Competition, Segmentation, Targeting, and Positioning
Marketing Strategy: The Preliminaries Developing a Marketing Strategy The
Elements of the Marketing Program Product and Service Strategy Delivering
the Goods (and Services) by Means of Channels of Distribution Prices and
Other Costs Borne by Clients Communications Advertising Personal Selling
Public Relations and Sales Promotion Control and Organization Getting
Resources Giving and Raising Funds The Cost of Raising Funds Volunteers and
Board Members Selected Bibliography Index