|
AHP Book Store Introduction Marketing and resource development are closely related activities in a not-for- profit health care organization. It is important, therefore, for development professionals to understand and use a variety of marketing techniques. That is why this topic is one of the fundamental educational programs offered by the Association for Healthcare Philanthropy Foundation and the Association for Healthcare Philanthropy (AHP). This course examines the role of marketing in health care resource development. It discusses the similar techniques used in both marketing and resource development and explains how effective marketing supports development goals. It stresses the importance of market segmentation and discusses the use of demographic and psychographic data to segment audiences effectively. It also includes a look at current demographic trends. The guide recapitulates material covered in the ARP course "Marketing for Health Care Resource Development" and points you to additional resources to help you gain yet more detailed knowledge of this subject. Learning objectives When you have finished studying this guide, you should be better prepared to:
|