Strategic Marketing for NonProfit Organizations or Microeconomics

Strategic Marketing for NonProfit Organizations

Author: Alan A Andreasen

FROM THE PREFACE...

This sixth edition of Strategic Marketing for Nonprofit Organizations marks a major change in the way in which nonprofit marketing is conceived and applied. Much more strongly than in previous editions, this book seeks to position marketing as perhaps the most critical—if not the most critical—discipline needed for nonprofit success. It argues that success ultimately requires the influencing of the behavior in a wide range of key target markets—clients, fenders, polity makers, volunteers, the media as well as the nonprofit's own staff: This is the province of marketing! Marketers are the "behavioral influence business:" The book positions marketing as absolutely central to top management's achievement of the organization's mission. Implicit in this volume is the notion that everyone in nonprofit management—including the CEO—ought to have a thorough grounding in marketing and what it does and can do.
— Alan R. Andreasen and Philip Kotler

Table of Contents:

I. DEVELOPING A CUSTOMER ORIENTATION.

 1. The Growth and Development of Nonprofit Marketing.
 2. Developing a Customer-Centered Mind-Set.

II. STRATEGIC PLANNING AND ORGANIZATION.

 3. Strategic Marketing Planning.
 4. Understanding Consumer Behavior.
 5. Acquiring and Using Marketing Information.
 6. Segmentation, Positioning and Branding.

III. DEVELOPING AND ORGANIZING RESOURCES.

 7. Generating Funds.
 8. Attracting Human Resources: Staff, Volunteers and Boards.
 9. Working with the Private Sector.
10. Organizing for Implementation.
11. Planning and Budgeting the Marketing Mix.

IV. DESIGNING THE MARKETING MIX.

12. Managing the Organization's Offerings.
13. Social Marketing.
14. Developing and Launching New Offerings.
15. Managing Perceived Costs.
16. Facilitating Marketing Behaviors.
17. Formulating Communications Strategies.
18. Managing Communications: Advertising and Personal Persuasion.
19. Managing Public Media and Public Advocacy.

V. CONTROLLING MARKETING STRATEGIES.

20. Marketing Evaluation, Monitoring and Control.
Name Index.
Organization Index.
Subject Index.

Interesting textbook:

Microeconomics: Theory and Applications

Author: Dominick Salvator

Fully revised and expanded in this fourth edition, Microeconomics: Theory and Applications presents all the standard topics of traditional microeconomic theory while offering a modern approach that reflects the many recent developments in the field. With its student-friendly writing style and clear presentation of graphs, this is an ideal text for undergraduate courses in intermediate microeconomics and business programs.
Unique Features
* Offers a balance of traditional microeconomic topics while addressing contemporary issues and concerns *
Introduces an important international dimension to microeconomics, reflecting the strong trend toward globalization in tastes, production, and distribution in today's world *
Presents an "At the Frontier" section in each chapter that highlights the most exciting recent examples of advanced theoretical developments in microeconomics
New and Expanded Treatment in the Fourth Edition
* Includes a new chapter, "Choice Under Uncertainty," which examines consumer choices, risk, and uncertainty *
Provides more than 130 new and updated real-world examples of how microeconomic theory can be used to analyze and possibly resolve important present-day economic problems *
Offers expanded treatment of important topics such as game theory, financial microeconomics, the new international economies of scale, economics of information, and market structure, efficiency, and regulation *
Features Internet site addresses for the most important topics in each chapter
Web Site
A companion web site is now available at oup.com/us/salvatore. New to this fourth edition, this practical learning tool offersupdated material, additional examples, and PowerPoint lecture slides for each textbook chapter.