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" Nonprofit marketing : "
Walter Wymer, Jr., Patricia Knowles, Roger Gomes.
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BL
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| Record Number
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845305
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| Main Entry
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Wymer, Walter W.
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| Title & Author
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Nonprofit marketing : : marketing management for charitable and nongovernmental organizations /\ Walter Wymer, Jr., Patricia Knowles, Roger Gomes.
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| Publication Statement
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Thousand Oaks, Calif. :: Sage Publications,, ©2006.
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| Page. NO
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ix, 370 pages :: illustrations ;; 24 cm
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| ISBN
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1412909236
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: 9781412909235
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Introduction to nonprofit marketing -- Setting the path of the nonprofit organization : mission focus, strategic objectives, differentiation, positioning, unique value proposition, branding, segmentation -- Research in nonprofit organizations -- Strategic marketing analysis and planning -- Offers in nonprofit organizations : product and place -- Offers in nonprofit organizations : promotion and price -- Direct marketing tactics -- Strategic approaches to attracting major gifts -- Special events in the nonprofit sector -- Marketing to volunteers -- Social marketing -- Cause-related marketing and other collaborations with the business sector.
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| Abstract
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Designed for use by practitioners as well as in the classroom, this text focuses on the fundamentals of marketing and best practices. It covers setting a mission and strategic objectives, differentiation, positioning, unique value, establishing a "brand name," segmentation, research, marketing analysis and planning, "offers" in terms of product and place as well as promotion and price, direct marketing, attracting major gifts, special events and social marketing, marketing to causes and.
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Volunteers, and collaborating with the business sector. The material is broad enough to work within courses in nonprofit marketing, public administration, social work, arts administration, management and business. Instructor resources are available on CD from the publisher. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com).
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| Subject
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Nonprofit organizations-- Marketing.
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Marketing
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Nonprofit organizations-- Marketing.
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Nonprofit-Organisation
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Nonprofit organizations-- Marketing.
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Marketing.
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Niet-commerciële organisaties.
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.W96 2006
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| NLM classification
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85.40bcl
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85.40.bcl
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| Added Entry
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Gomes, Roger.
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Knowles, Patricia A.
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