Strategic Marketing for Non Profit Organizations (NGOs) | Seventh Edition | By Pearson (Paperback)  | Released: 30-Jun-19

The book delves into ?non-profit marketing that is poised to have a much greater impact on the field of non-profit 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 non-profit management and marketing strategies in India and South Asia. Features: increasing pressure on government agencies and non-profit 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 br>Chapter 1: The growth and development of non-profit marketing br>Chapter 2: developing a target audience-centered mind-set section II: strategic planning and organization br>Chapter 3: strategic marketing planning br>Chapter 4: Understanding target audience behavior br>Chapter 5: acquiring and using marketing information br>Chapter 6: segmentation, targeting, and positioning br>Chapter 7: branding section III: designing the marketing mix br>Chapter 8: value Propositions: managing the organization?s offerings br>Chapter 9: developing and launching new offerings br>Chapter 10: Managing perceived costs br>Chapter 11: facilitating marketing behaviors br>Chapter 12: formulating communication strategies br>Chapter 13: Managing communications: advertising and personal persuasion br>Chapter 14: Managing public media and public advocacy section IV: developing resources br>Chapter 15: generating funds br>Chapter 16: attracting human Resource