Strategic Marketing for Non-Profit Organizations pdf epub mobi txt 电子书 下载 2025

　　What are challenges that marketers face in the world of nonprofit marketing? How crucial is it to teach your students who the target audience is when starting up a nonprofit organization versus other key concepts for managing the nonprofit sector?

　　The seventh edition emphasizes the challenges of nonprofit marketing and having to influence multiple audiences for long-term success. Chapter one will introduce the three key publics needed for non-profit organizations to grow and prosper:
  ‧  Clients – May or may not provide sales revenues, but whose patronage is a key indicator of success;
  ‧  Funding Agencies – Businesses and individuals who have to see progress and social value in order to keep providing resources;
  ‧  Volunteers – Major resource outfits who find outfits like Habitat for Humanity International essential for achieving its goals;

SECTION I Developing a Customer Orientation
Chapter 1 The Growth and Development of Nonprofit Marketing

SECTION II Strategic Planning and Organization
Chapter 2 Developing a Customer-Centered Mindset
Chapter 3 Strategic Marketing Planning
Chapter 4 Understanding Consumer Behavior
Chapter 5 Acquiring and Using Marketing Information
Chapter 6 Segmentation, Positioning, and Branding
Chapter 7 Branding

SECTION III Designing the Marketing Mix
Chapter 8 Managing the Organization’s Offerings
Chapter 9 Developing and Launching New Offerings
Chapter 10 Managing Perceived Costs
Chapter 11 Facilitating Marketing Behaviors
Chapter 12 Formulating Communications Strategies
Chapter 13 Managing Communications: Advertising and Personal Persuasion
Chapter 14 Managing Public Media and Public Advocacy

SECTION IV Developing and Organizing Resources
Chapter 15 Generating Funds
Chapter 16 Attracting Human Resources: Staff, Volunteers,and Boards
Chapter 17 Working with the Private Sector

Section V Organizing and Controlling Marketing Strategies
Chapter 18 Organizing for Implementation
Chapter 19 Marketing Evaluation, Monitoring, and Control