Nonprofit Management: Principles and Practice by Michael J. Worth
Author:Michael J. Worth [Worth, Michael J.]
Language: eng
Format: epub, pdf
Publisher: SAGE Publications
Published: 2016-01-27T17:00:00+00:00
10 Marketing and Communications
Chapter Outline
Defining and Understanding Marketing
Marketing Serves the Mission
Marketing Means Action
Marketing as a Process
The Marketing Mix Product
Place
Promotion
Market Segmentation
Price
Defining the Exchange
Building the Brand
Integrated Marketing Communication (IMC)
Crafting an Effective Message
Crisis Communications
Online Media
Evaluating Marketing and Communication
Chapter Summary
Note
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