Successful marketing strategies for nonprofit organizations:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Wiley
1995
|
| Schriftenreihe: | Nonprofit law, finance, and management series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 294 S. graph. Darst. |
| ISBN: | 0471105686 0471105678 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804126225589862400 |
|---|---|
| adam_text | L Contents
Part I INTRODUCTION
Chapter 1 A New Way of Doing Business
for the Nonprofit Organization 3
The Need for Marketing Orientation 4
Dealing with Nonprofit Organizations in Flux 4
Marketing to the External World 7
Marketing Defined 8
Develop an Outline of Marketing Strategies 10
The Marketing Task 15
Marketing Tools 18
Use of Distinctive Competencies to Assess the Competition 22
Conclusion 23
Chapter 2 Building a Competitive Strategy 24
A Definition of Strategy 25
Defining Strategy : A First Step 28
The Operating Environment s Effect on Marketing Strategy 33
Reaching the Shrinking Pie 40
First Steps to Competitive Strategy 41
Breaking with Tradition to Remain Flexible 42
Chapter 3 The Phased Marketing Plan 43
External Analysis Phase 43
Internal Analysis Phase 47
xiii
xiv Contents
Market Development Phase 49
Strategy Selection Phase 50
Presentation of the Plan 50
Summary 51
Part II THE EXTERNAL ANALYSIS
Chapter 4 External Analysis: Client, Donor, Volunteer,
and Competitor Research 55
The Importance of Continuous Analysis 56
Goals of the Analysis 57
Addressing Objections to Research 57
Other Preliminary Concerns Include Flexibility 59
Start with Clients, Volunteers, Constituents, and Donors 60
Segmentation as the Next Step 61
Enduring and Dynamic Variables 62
Describing Clients, Donors, Volunteers, and Constituents 71
Using the Emerging Segmentation Strategies Following
an External Audit 73
External Analysis of Competitors 76
Positioning to Understand The Market 78
Ways to Identify Competition 79
How Nonprofit Organizations Compete 79
The Search for the Competitive Advantage Continues 82
Chapter 5 Researching Your Nonprofit Organization s
Environment 84
The Nature of a Nonprofit Organization s Environment 85
The Actual and Potential Size of the Competitive Environment 88
How is the Environment Structured? 90
How Nonprofit Organizations Enter an Industry 93
How Does the Environment Price Its Services? 96
How Does the Nonprofit Organization Deliver Its Services? 97
What is the Potential for Growth in the Environment? 100
Contents xv
Product Life Cycles 103
Differentiating Your Nonprofit Organization 106
Part III THE INTERNAL ANALYSIS
Chapter 6 Competition and Internal Marketing
Analysis 113
Reasons for an Internal Examination 114
Measuring Past and Current Performance 117
Dealing with Strategic Problems 122
Assessing the Organization s Strengths and Weaknesses 126
Identifying the Residual Donor 128
Cost and Performance Analyses Help Define Success 130
The Internal Audit Helps Define Organizational Strengths
and Weaknesses 134
Chapter 7 Marketing and Organizational Objectives 135
What Are Objectives? 136
Why Do We Exist? 137
Areas in Which to Excel 140
Formal Measurement of Objectives 144
Types of Objectives Required for Success 147
Tracking Tangible and Intangible Objectives 151
Why Resist Business Practices? 153
Tips for Staying Competitive 153
Summary 156
Chapter 8 Competition as Strategy 157
Some Definitions 159
The No Strategy Strategy 159
How Strategies Grow Nonprofit Organizations: Three Different
Orientations 163
No Strategic Change 164
A Cause and Product Strategy 166
xvi Contents
A Market Strategy 173
Five Growth Strategies 174
Summary 185
Chapter 9 Types of Strategies 186
The Nature of Strategy and its Uses 187
Frameworks for Strategy 189
The McKinsey 7 S Framework 190
The Miles and Snow Typology 194
Preparing for the Application of the Chosen Strategy 197
Other Strategy Types 197
Evaluation of the Eight Models 228
Summary 237
Chapter 10 Improving the Nonprofit Organization s
Image 238
What Comprises a Nonprofit Organization s Image? 239
The Advantage of a Focused Image Goal 240
Attaining the Image Goals of the Campaign 244
Writing the Image Campaign Plan 251
Summary 253
Part IV STRATEGIC MARKETING
Chapter 11 Implementing Strategic Marketing
Choices 257
Strategy as a New Idea 258
Optimum Conditions for Change 259
The Six Major Barriers to Change 260
Moving into an Action Phase 267
Take the Final Step 270
Chapter 12 Putting the Plans into Action 274
Use Competitive Benchmarking 274
Place More Emphasis on Market Research 275
Contents xvii
Focus on the Client, Constituent, or Donor 276
Know the Competition 277
It s Still the Economy! 277
New Tactics are Needed to Stay Competitive 278
Notes 281
Index 291
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T18:14:04Z |
| institution | BVB |
| isbn | 0471105686 0471105678 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007881189 |
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| physical | XX, 294 S. graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | Wiley |
| record_format | marc |
| series2 | Nonprofit law, finance, and management series |
| spelling | MacLeish, Barry J. Verfasser aut Successful marketing strategies for nonprofit organizations Barry J. McLeish New York [u.a.] Wiley 1995 XX, 294 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Nonprofit law, finance, and management series Nonprofit-Organisation (DE-588)4293729-2 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Nonprofit-Organisation (DE-588)4293729-2 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007881189&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | MacLeish, Barry J. Successful marketing strategies for nonprofit organizations Nonprofit-Organisation (DE-588)4293729-2 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4293729-2 (DE-588)4037589-4 |
| title | Successful marketing strategies for nonprofit organizations |
| title_auth | Successful marketing strategies for nonprofit organizations |
| title_exact_search | Successful marketing strategies for nonprofit organizations |
| title_full | Successful marketing strategies for nonprofit organizations Barry J. McLeish |
| title_fullStr | Successful marketing strategies for nonprofit organizations Barry J. McLeish |
| title_full_unstemmed | Successful marketing strategies for nonprofit organizations Barry J. McLeish |
| title_short | Successful marketing strategies for nonprofit organizations |
| title_sort | successful marketing strategies for nonprofit organizations |
| topic | Nonprofit-Organisation (DE-588)4293729-2 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Nonprofit-Organisation Marketing |
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