Marketing the Public Sector: Promoting the Causes of Public and Nonprofit Agencies

ISBN-13: 9781138527676 / Angielski / Twarda / 2017 / 384 str.

Seymour H. Fine

Opis

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

Spis treści

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

O autorze

Seymour H. Fine