1st Edition
Marketing the Public Sector Promoting the Causes of Public and Nonprofit Agencies
By Seymour H. Fine
Copyright 1992
384 Pages
by
Routledge
384 Pages
by
Routledge
384 Pages
by
Routledge
Also available as eBook on:
The administrative officers of public and nonprofit organizations have become increasingly interested in marketing techniques during the 1990s. They reason that if commercial marketing methods can successfully move merchandise across the retail counter, those same techniques should be capable of creating a demand for such "social products" as energy conservation, women's rights, military... Read more
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
Biography
Seymour H. Fine
