000			02061cam a22002894a 4500
008			110922s2013 mau b 001 0 eng
010			_a 2011037935
020			_a9780763782610 (pbk.)
040			_aDLC _cDLC _dDLC
042			_apcc
050	0	0	_aHF5415 _b.F5668 2013
082	0	0	_a658.8 _223
100	1		_aFortenberry, John L.
245	1	0	_aNonprofit marketing / _cJohn Fortenberry.
260			_aBurlington, MA : _bJones & Bartlett Learning, _cc2013.
300			_axxiii, 291 p. ; _c23 cm.
504			_aIncludes bibliographical references and index.
650		0	_aNonprofit organizations _xMarketing.
650		0	_aMarketing.
650		0	_aNew products.
035			_a(IMchF)fol13905287
520			_aNonprofit Marketing: Tools and Techniques presents a series of 35 essential marketing tools and demonstrates their application in the nonprofit sector, referencing myriad diverse entities, including zoological parks, planetariums, theater companies, medical clinics, workforce development centers, food banks, and more.Ideal for undergraduate and graduate courses in nonprofit marketing, promotion, fundraising, and related courses, the text covers a broad spectrum of topics, including product development and portfolio analysis, branding and identity management, target marketing, consumer behavior and product promotions, environmental analysis and competitive assessment, and marketing management, strategy, and planning. Each chapter focuses on a specific marketing tool and can be read as a stand-alone presentation of the topic. Examples include:The Product Life CycleGeorge Day’s R-W-W ScreenTheodore Levitt’s Total Product ConceptThe Boston Consulting Group’s Growth/Share MatrixCalder & Reagan’s Brand Design ModelMartin Lindstrom’s 5-D Brand SensogramIgor Ansoff’s Product-Market Expansion GridJohn Fortenberry’s CMC (Core Marketing Concerns) ModelPhilip Kotler’s Segment-by-Segment Invasion PlanMichael Porter’s Five Forces Model.
005			20170126095905.0
001			52548
003			UOWD
942			_cREGULAR
999			_c19951 _d19951