Description
Reflecting the most recent, relevant information in the field, this best-selling text forms a conceptual and practical foundation for marketing in nonprofit organizations. Its coverage encompasses the entire marketing process, providing valuable insights on strategic evaluations, positioning, market targeting, and more.
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New edition of a standard text first published in 1975. Revisions reflect the fact that the field is no longer dominated by pioneers; the nonprofit sector has become more international; a dramatic growth has occurred in marketing to ameliorate social problems; and the field has come into its own within the academic field of marketing. Coverage includes developing a customer orientation, strategic planning and organization, developing and organizing resources, designing the marketing mix, and controlling marketing strategies. Annotation copyright Book News, Inc. Portland, Or.
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