Cover image for Marketing for non-profit organizations
Title:
Marketing for non-profit organizations
Author:
Rados, David L., 1933-
Personal Author:
Publication Information:
Boston, Mass. : Auburn House Pub. Co., [1981]

©1981
Physical Description:
xiv, 572 pages : illustrations ; 25 cm
Language:
English
ISBN:
9780865690554
Format :
Book

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HF5415 .R237 Adult Non-Fiction Central Closed Stacks
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Summary

Summary

A professional book and text for anyone interested in marketing in the nonprofit sector. It covers the entire field, from explaining what marketing is to describing the role of marketing in the nonprofit organization. It provides specifics on pricing, distribution, product, and marketing communications.


Table of Contents

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