000			02863nam a22002417a 4500
999			_c3685 _d3685
005			20221116150725.0
008			221116b ||||| |||| 00| 0 eng d
020			_a9789353435035
082			_a658.802 _bAND
100			_aAndearsen, Alan R. _95050
245			_aStrategic marketing for nonprofit organizations
250			_a7th
260			_bPearson India Education Services Pvt. Ltd. _aNoida _c2019
300			_axxvii, 535 p.
365			_aINR _b699.00
504			_aTable of Content SECTION I DEVELOPING A TARGET AUDIENCE ORIENTATION 1 Chapter 1 The Growth and Development of Nonprofit Marketing Chapter 2 Developing a Target Audience-Centered Mindset SECTION II STRATEGIC PLANNING AND ORGANIZATION Chapter 3 Strategic Marketing Planning Chapter 4 Understanding Target Audience Behavior Chapter 5 Acquiring and Using Marketing Information Chapter 6 Segmentation, Targeting, and Positioning Chapter 7 Branding SECTION III DESIGNING THE MARKETING MIX Chapter 8 Value Propositions: 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 Communication Strategies Chapter 13 Managing Communications: Advertising and Personal Persuasion Chapter 14 Managing Public Media and Public Advocacy SECTION IV DEVELOPING RESOURCES Chapter 15 Generating Funds Chapter 16 Attracting Human Resources: Staff, Volunteers, and Board Members 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 Salient Features Increasing pressure on government agencies and nonprofit organizations to adopt business models and frameworks to guide their operations - The prominence of the concept of ‘social enterprise' as a way of thinking about the ventures that both social and commercial entities are undertaking - Witnessing of major developments pertaining to corporate social responsibility leading to a substantial increase in the number of not-for-profit organizations in several South-Asian countries - Significant increase in dialogue between not for profit organizations, corporate world, government, and regulators "
520			_aThe book delves into 'nonprofit marketing that is poised to have a much greater impact on the field of nonprofit management and the growing intersection between that sector and the business world'. This edition further reflects the fact that this impact is now a reality, with a special focus on the nonprofit management and marketing strategies in India and South Asia.
650			_aNonprofit organizations--Marketing _910028
650			_aStrategic planning _9291
700			_aKotler, Philip _9778
700			_aSharma, Dheeraj _9350
942			_2ddc _cBK