A professional book and text for anyone interested in marketing in the nonprofit sector. Rados covers the entire field, from explaining what marketing is to describing the role of marketing in the nonprofit organization. He provides specifics on pricing, distribution, product, and marketing communications. He thoroughly treats raising money and attracting and keeping volunteers.
By providing illustrations and examples, Rados teaches the reader to analyze marketing problems and make sound decisions. Of interest to nonprofit managers, marketers, and business students.
DAVID L. RADOS is Professor of Marketing at the Owen Graduate School of Management at Vanderbilt University. He has written three books, including
Pushing the Numbers in Marketing(Quorum Books, 1992).
Preface
Introduction
Introduction
What Is Marketing?
Tools for the Marketer
The Financial Side of Marketing Decisions
Behavior of Clients and Backers
How Price and Other Costs Influence Behavior
Marketing Research
Marketing Strategy
Focus: Competition, Segmentation, Targeting, and Positioning
Marketing Strategy: The Preliminaries
Developing a Marketing Strategy
The Elements of the Marketing Program
Product and Service Strategy
Delivering the Goods (and Services) by Means of Channels of Distribution
Prices and Other Costs Borne by Clients
Communications
Advertising
Personal Selling
Public Relations and Sales Promotion
Control and Organization
Getting Resources
Giving and Raising Funds
The Cost of Raising Funds
Volunteers and Board Members
Selected Bibliography
Index
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