Reflecting the most recent, relevant information in the field, this best-selling book offers readers a practical foundation for marketing in nonprofit organizations. Its coverage encompasses the entire marketing process, providing valuable insights on strategic evaluations, positioning, market targeting, and more. For managers and future managers of nonprofit organizations, for-profit organizations, and government agencies.
Table of Contents
Developing a target audience orientation
p. 1
The growth and development of nonprofit marketing
p. 3
Developing a target audience-centered mindset
p. 34
Strategic planning and organization
p. 59
Strategic marketing planning
p. 61
Understanding target audience behavior
p. 90
Acquiring and using marketing information
p. 113
Segmentation, targeting, and positioning
p. 137
Branding
p. 166
Designing the marketing mix
p. 185
Value propositions: managing the organization's offerings
p. 187
Developing and launching new offerings
p. 207
Managing perceived costs
p. 233
Facilitating marketing behaviors
p. 249
Formulating communication strategies
p. 269
Managing communications: advertising and personal persuasion
p. 299
Managing public media and public advocacy
p. 325
Developing resources
p. 347
Generating funds
p. 349
Attracting human resources: staff, volunteers, and board members
p. 383
Working with the private sector
p. 404
Organizing and controlling marketing strategies
p. 439
Organizing for implementation
p. 441
Marketing evaluation, monitoring, and control
p. 463
Index
p. 485
Table of Contents provided by Blackwell. All Rights Reserved.
