Marketing for the non-profit sector:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke u.a.
Macmillan
1992
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Macmillan professional masters
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | X, 190 S. graph. Darst. |
| ISBN: | 0333525825 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing for the non-profit sector |c Tim Hannagan |
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Datensatz im Suchindex
| _version_ | 1804122614847766528 |
|---|---|
| adam_text | Contents
Preface xi
Acknowledgements xii
1 What is marketing? 1
1.1 Introduction 1
1.2 Orientation 2
1.3 The non profit sector 6
1.4 Types of non profit organisation 7
1.5 Performance measurement of non profit
organisations 9
1.6 Quality in the non profit sector 10
1.7 Marketing and the environment 11
1.8 Marketing and selling 12
1.9 Conclusion 14
1.10 Case study 15
2 The marketing activity 17
..* 2.1 The need for marketing 17
2.2 Who are the customers? 21
2.3 The importance of marketing orientation 24
2.4 Creating the right image 25
2.5 Influences on consumer behaviour 27
2.6 Marketing in the non profit sector 29
2.7 Case study 30
3 The marketing plan 33
3.1 What business are we in? 33
3.2 The mission statement 35
3.3 Corporate objectives 37
3.4 Strategic planning 38
3.5 The customer orientated organisation 39
3.6 Corporate planning and the marketing plan 44
3.7 Case study 47
viii Contents
4 Marketing research 49
4.1 What is marketing research? 49
4.2 Marketing research for services 50
4.3 Market research 51
4.4 Marketing research objectives 53
4.5 Decisions 55
4.6 Methods used in marketing research 56
4.7 The marketing research budget 59
4.8 Case study 61
5 Collecting marketing information 63
5.1 Introduction 63
5.2 Observation 64
5.3 Interviewing 65
5.4 Questionnaires 67
5.5 Sampling 68
5.6 Experiments 76
5.7 Conclusion 76
5.8 Case study 77
6 The marketing audit 80
6.1 What is a marketing audit? 80
6.2 Social factors 81
6.3 Technological factors 83
6.4 Economic factors 83
6.5 Political factors 84
6.6 Competition 85
6.7 The market 86
6.8 SWOT analysis 88
6.9 Case study 91
7 The marketing mix 94
7.1 The four Ps 94
7.2 Marketing mix for services 96
7.3 The competitive edge 96
7.4 The optimum marketing mix 98
7.5 Manipulating the marketing mix 99
7.6 The non profit mix 99
7.7 Case study 100 ;
8 Products and services 102
8.1 What is a product/service? 102
Contents ix
8.2 Classification of products/services 103
8.3 Services 104
8.4 Getting the product right 105
8.5 Life cycle analysis 109
8.6 Product management 114
8.7 Market segmentation 116
8.8 The Pareto effect 117
8.9 The Boston matrix 118
8.10 The Ansoff matrix 120
8.11 Gap analysis 122
8.12 Case study 123
9 Price 127
9.1 Introduction 127
9.2 Pricing policy 128
9.3 The influence of the market on price 133
9.4 The influence of the customer on price 136
9.5 The influence of the environment on price 137
9.6 Pricing objectives 138
9.7 Price discrimination 139
9.8 Pricing services 140
9.9 Conclusion 140
9.10 Case study 142
10 Place 144
10.1 Introduction 144
10.2 Channels of distribution 145
10.3 Channel management 146
10.4 Channel length and breadth 147
10.5 Direct and indirect channels 149
10.6 Logistics management 150
10.7 Conclusion 151
10.8 Case study 152
11 Promotion 154
11.1 The promotional mix 154
11.2 The decision to buy 155
11.3 Advertising 158
11.4 Public relations and publicity 163
11.5 Personal selling 165
11.6 Sales promotion 170
[
x Contents
11.7 The promotional mix and the product life ,
cycle 171
11.8 Case study 172
12 The control of marketing 175
12.1 Control 175
12.2 Planning 175
12.3 Control systems 176
12.4 Consumer satisfaction 179
12.5 Quality 182
12.6 Effective organisations 183
12.7 Managing marketing 184
12.8 Styles of marketing management 185
12.9 Case study 186
Index 188
|
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| id | DE-604.BV008228941 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:16:41Z |
| institution | BVB |
| isbn | 0333525825 |
| language | English |
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| physical | X, 190 S. graph. Darst. |
| publishDate | 1992 |
| publishDateSearch | 1992 |
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| publisher | Macmillan |
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| series2 | Macmillan professional masters |
| spelling | Hannagan, Tim 1934- Verfasser (DE-588)128631171 aut Marketing for the non-profit sector Tim Hannagan 1. publ. Basingstoke u.a. Macmillan 1992 X, 190 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Macmillan professional masters Soziomarketing (DE-588)4116549-4 gnd rswk-swf Soziomarketing (DE-588)4116549-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005431025&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hannagan, Tim 1934- Marketing for the non-profit sector Soziomarketing (DE-588)4116549-4 gnd |
| subject_GND | (DE-588)4116549-4 |
| title | Marketing for the non-profit sector |
| title_auth | Marketing for the non-profit sector |
| title_exact_search | Marketing for the non-profit sector |
| title_full | Marketing for the non-profit sector Tim Hannagan |
| title_fullStr | Marketing for the non-profit sector Tim Hannagan |
| title_full_unstemmed | Marketing for the non-profit sector Tim Hannagan |
| title_short | Marketing for the non-profit sector |
| title_sort | marketing for the non profit sector |
| topic | Soziomarketing (DE-588)4116549-4 gnd |
| topic_facet | Soziomarketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005431025&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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