The 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.
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
Table of Contents:
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
About the Author
Alan R. Andreasen Georgetown University
Philip Kotler Northwestern University
Dheeraj Sharma Indian Institute of Management Rohtak, Director
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