Strategic Marketing for Nonprofit Organizations

Developing A Customer Orientation -- Marketing In The Nonprofit Environment -- The Marketing Philosophy -- Understanding Consumer Behavior -- Market Segmentation And Customer Targeting -- Strategic Planning And Organization -- The Strategic Marketing Planning Process -- Marketing Research -- Market Measurement And Forecasting -- Marketing Planning -- Organizing And Implementing -- Leveraging Limited Resources -- Fundraising -- Designing The Markteting Mix -- Designing And Analyzing Marketing Programs -- Developing New Offerings -- Managing Offerings Over The Life Cycle -- Strategies For Products, Services, And Social Behaviors -- Managing Perceived Costs -- Managing The Marketing Channel -- Formulating Communication Strategies For Influencing Behavior -- Managing Advertising And Sales Promotion -- Managing Public Relations -- Managing Personal Selling -- Controlling Marketing Strategies -- Marketing Evaluation And Control. Philip Kotler, Alan R. Andreasen. Rev. Ed. Of: Marketing For Nonprofit Organizations / Philip Kotler. 2nd Ed. 1982. Includes Bibliographies And Indexes.