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Marketing for nonprofit organizations
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Marketing for nonprofit organizations

著者： David L Rados
出版商： Westport, Conn. ; London : Auburn House, 1996.
版本/格式： 图书 : 英语 : 2nd ed查看所有的版本和格式
提要：
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  再读一些...
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文件类型： 书
所有的著者/提供者： David L Rados
ISBN: 0865692548 9780865692541
OCLC号码： 32312297
描述： xiv, 463 p. : ill. ; 24 cm.
内容： 1. Introduction -- 2. What Is Marketing? -- 3. The Financial Side of Marketing Decisions -- 4. Behavior of Clients and Backers -- 5. How Price and Other Costs Influence Behavior -- 6. Marketing Research -- 7. Focus: Competition, Segmentation, Targeting, and Positioning -- 8. Marketing Strategy - The Preliminaries -- 9. Developing a Marketing Strategy -- 10. Product and Service Strategy -- 11. Delivering the Goods (and Services) by Means of Channels of Distribution -- 12. Prices and Other Costs Borne by Clients -- 13. Communications -- 14. Advertising -- 15. Personal Selling -- 16. Public Relations and Sales Promotion -- 17. Control and Organization -- 18. Giving and Raising Funds -- 19. The Cost of Raising Funds -- 20. Volunteers and Board Members.
责任： David L. Rados.

摘要：

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. Marketing for NonProfit Organizations will be of interest to nonprofit managers, marketers, and business students.

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