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Marketing Fur Nonprofit-Organisationen

Marketing Fur Nonprofit-Organisationen

          
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About the Book

Aufgrund zunehmenden Wettbewerbs und rucklaufiger staatlicher Forderung hangt der Erfolg von Nonprofit-Organisationen immer starker von der Marktorientierung ab. Im vorliegenden Buch wird deshalb nicht nur das klassische Marketing auf nicht-kommerzielle Institutionen ubertragen, sondern ein eigenstandiger Ansatz aufgezeigt. Zunachst werden die Besonderheiten von Nonprofit-Organisationen herausgearbeitet und dann die zentralen Aufgaben bei der Planung, Organisation, Durchfuhrung und Kontrolle eines Marketingprozesses. Im Mittelpunkt steht dabei die konsequente Ausrichtung der Aktivitaten an den Erwartungen der internen und externen Anspruchsgruppen sowie an den Marktveranderungen. Zahlreiche Beispiele verdeutlichen die Moglichkeiten einer effizienten Gestaltung der Ressourcen-, Absatz- und Kommunikationspolitik. Zudem finden die aktuellen Entwicklungen und Erkenntnisse, zum Beispiel in den Bereichen Social Media-Kommunikation oder Relationship Fundraising, Berucksichtigung.
About the Author: Prof. Dr. Dr. h.c. Manfred Bruhn ist Inhaber des Lehrstuhls fur Marketing und Unternehmensfuhrung an der Wirtschaftswissenschaftlichen Fakultat der Universitat Basel und Honorarprofessor an der TU Munchen.


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Product Details
  • ISBN-13: 9783170216815
  • Publisher: Kohlhammer
  • Publisher Imprint: Kohlhammer
  • Depth: 25
  • Height: 236 mm
  • No of Pages: 498
  • Series Title: Kohlhammer Edition Marketing
  • Sub Title: Grundlagen - Konzepte - Instrumente
  • Width: 160 mm
  • ISBN-10: 3170216813
  • Publisher Date: 22 Dec 2011
  • Binding: Hardback
  • Edition: 0002-2., Aktualisier
  • Language: German
  • Returnable: N
  • Spine Width: 28 mm
  • Weight: 974 gr


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