Seymour H. Fine

Marketing the Public Sector

Promoting the Causes of Public and Nonprofit Agencies

• Gebundenes Buch

Produktbeschreibung

The administrative officers of public and nonprofit organizations have become increasingly interested in marketing techniques during the 1990s

Produktdetails

• Verlag: Routledge
• Seitenzahl: 386
• Erscheinungstermin: 6. Oktober 2017
• Englisch
• Abmessung: 235mm x 157mm x 25mm
• Gewicht: 708g
• ISBN-13: 9781138527676
• ISBN-10: 113852767X
• Artikelnr.: 50495954

Autorenporträt

Seymour H. Fine

Inhaltsangabe

1: Introduction to Social Marketing
One: The Public and Nonprofit industry
2: The Nature of the industry
3: The Independent Sector
4: The Policy Characteristics and Organizational Dynamics of Social Marketing
5: The Public and Nonprofit Sector in The Netherlands
6: Ethical issues in Social Marketing
Two: Social Marketing Processes
7: Product Management in Social Marketing
8: The Role of Consumer Research
9: Pricing Considerations in Social Marketing
10: The Parties to the Process
11: Segmenting the Health Care Market
12: Advertising in the Social Sector
13: The Starving Baby Appeal
14: Fund-Raising
15: Analyzing Marketing Performance
Three: Applications
16: The Case of Health Care
17: The Case of Planned Parenthood's Campaign against Unintended Teen Pregnancy and Childbearing
18: Marketing Self-Help Croups
19: The Marketing of Political Candidates
20: Promoting Calgary through the Olympics
21: Canada Seeks Support for a Cause
22: A Generic Social Marketing Plan
23: Marketing Third World Social Change