Marketing strategies for nonprofit organizations:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chicago, Ill.
Lyceum Books
1993
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Literaturangaben |
| Physical Description: | X, 165 S. graph. Darst. |
Staff View
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Record in the Search Index
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| adam_text | Contents
Preface ix
CHAPTER ONE—Nonprofit Marketing: An Overview 1
What is Marketing? 2
Nonprofit Marketing 2
Wants vs. Needs 5
Marketing the Satisfaction of Wants and Needs 6
Marketing as Mission 8
Marketing vs. Selling 9
Attitudes Toward Nonprofit Marketing 10
Benefits to the Consumer and the Organization 13
What Do Nonprofits Market? 15
The Four Ps in Nonprofit Marketing 20
Developing a Marketing Orientation 22
Where Do We Go from Here? 23
Review Questions 24
Mini Case Study 25
Further Reading 26
CHAPTER TWO—Developing a Strategy: Strategic 27
Planning and the Marketing Function
Strategic Planning and Its Importance to Marketing 28
Strategic, Long Range, and Short Range Planning 30
Why Strategic Planning? 31
Resistance to Strategic Planning 32
Who Is a Nonprofit Planner? 33
Ingredients of the Planning Process 35
Conclusion 46
Review Questions 47
Mini Case Study 47
Further Reading 48
V
vi Contents
CHAPTER THREE—Knowing Your Customer 50
Resource Attraction and Allocation 51
The Importance of Resource Attraction as a Marketing Task 52
To Whom Does the Nonprofit Market? 53
Marketing to the Organization s Important Groups 58
Segmenting and Targeting the Market 60
Factors for Segmentation and Targeting 62
Marketing in a Multicultural Society 64
The Dangers of Segmentation 65
How the Nonprofit Faces Marketing Challenges 66
Review Questions 66
Mini Case Study 67
Further Reading 67
CHAPTER FOUR—Environmental and Internal Analyses 68
in Marketing
The Importance of Data 68
Internal and External Data 69
Internal Analysis 70
Primary vs. Secondary Data 71
Advantages and Disadvantages of Primary and Secondary Data 72
Environmental Scanning 73
The Importance of Environmental Scanning 78
Examining the Impact of Environmental Trends 79
Types of Competition 79
Competition for Resources 81
Analyzing Competitors 84
Cooperation vs. Competition 85
Using Internal and External Analyses: The Organization s 85
Strategic Position
Review Questions 86
Mini Case Study 87
Further Reading 88
CHAPTER FIVE—Knowing Your Market: Marketing 89
Research in the Nonprofit
What Is Marketing Research, and Why Is It Important? 89
Questions That Can Be Answered by Marketing Research 90
What Do You Want to Know? 95
Contents vii
Primary vs. Secondary Research 96
Types of Market Related Studies 97
Using Marketing Research 103
Ensuring the Validity of Marketing Research 104
Review Questions 105
Mini Case Study 105
Further Reading 106
CHAPTER SIX—Products and Services: The Market 107
Driven Organization
The Proactive Organization 107
The Product Life Cycle 108
Developing New Ideas 110
The Product Market Expansion Grid 111
Developing Criteria for Evaluating New Ventures 113
Evaluating Existing Programs and Services 115
Innovation and Risk 116
Profits for Nonprofits 117
Developing Partnerships: Alliances Between Nonprofits and 118
For Profits
Nonprofit Partnerships: Organizations Working Together 120
Trade Offs and Sacrifices: Facing the Inevitable 120
Maintaining Nonprofit Values in Times of Change 122
Dealing with Organizational Change 122
Review Questions 123
Mini Case Study 124
Further Reading 124
CHAPTER SEVEN—Marketing Planning and Programs 126
The Evolution of Marketing Programs 126
Who Is a Nonprofit Marketer? 127
The Importance of Marketing Plans 130
Developing a Marketing Plan 131
Feasibility Studies 135
Market Audit and Program Evaluation 137
Review Questions 139
Mini Case Study 139
Further Reading 140
viii Contents
CHAPTER EIGHT—Marketing Communications 141
Why Do Nonprofits Communicate? 141
What Do Nonprofits Communicate? 142
Who Is a Marketing Communicator? 144
With Whom Do Nonprofits Communicate? 144
Linking Communications to Segmented and Targeted Groups 145
Communication Strategies 147
Types of Communication 148
Types of Communication Appeals 155
Desired Outcomes of Communication 156
Pretesting Communication Efforts 156
Measuring the Outcomes of Communication 157
Review Questions 158
Mini Case Study 158
Further Reading 159
Conclusion 160
Index 163
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| spelling | Espy, Siri N. Verfasser aut Marketing strategies for nonprofit organizations Siri N. Espy Chicago, Ill. Lyceum Books 1993 X, 165 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturangaben Nonprofit organizations Marketing Soziomarketing (DE-588)4116549-4 gnd rswk-swf Soziomarketing (DE-588)4116549-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005827274&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Espy, Siri N. Marketing strategies for nonprofit organizations Nonprofit organizations Marketing Soziomarketing (DE-588)4116549-4 gnd |
| subject_GND | (DE-588)4116549-4 |
| title | Marketing strategies for nonprofit organizations |
| title_auth | Marketing strategies for nonprofit organizations |
| title_exact_search | Marketing strategies for nonprofit organizations |
| title_full | Marketing strategies for nonprofit organizations Siri N. Espy |
| title_fullStr | Marketing strategies for nonprofit organizations Siri N. Espy |
| title_full_unstemmed | Marketing strategies for nonprofit organizations Siri N. Espy |
| title_short | Marketing strategies for nonprofit organizations |
| title_sort | marketing strategies for nonprofit organizations |
| topic | Nonprofit organizations Marketing Soziomarketing (DE-588)4116549-4 gnd |
| topic_facet | Nonprofit organizations Marketing Soziomarketing |
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