Koontz, Christie.
Lanham : Rowman & Littlefield, [2014]
Added to CLICnet on 02/12/2015
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Notes:
- Includes bibliographical references (pages 281-286) and index.
- A customer perspective — Marketing and mission, goals, and objectives — Scan the environments — SWOT : strengths, weaknesses, opportunities and threats — Stakeholders — A four-step model for marketing — Marketing research — Marketing segmentation — Marketing mix strategy and product — Price or customer costs — Place : channels of distribution — Promotion : not the same as marketing! — Case studies — Marketing evaluation — Four strategic marketing tools: grant writing, public relations, advocacy, common sense — Synergy and the future.
Subjects:
Requested by Wittenbreer, B.