Marketing management for nonprofit organizations:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford [u.a.]
Oxford Univ. Press
2005
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 408 S. Ill., graph. Darst. |
| ISBN: | 0199271828 |
Internformat
MARC
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| 100 | 1 | |a Sargeant, Adrian |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing management for nonprofit organizations |c Adrian Sargeant |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Oxford [u.a.] |b Oxford Univ. Press |c 2005 | |
| 300 | |a XV, 408 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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Datensatz im Suchindex
| _version_ | 1804133031720517632 |
|---|---|
| adam_text | ¦ CONTENTS
1 Scope, Challenges, and Development of the Nonprofit Sector 1
Introduction 1
Defining the Nonprofit Sector 2
The Development of the Voluntary Sector 7
Factors Driving the Development of the Voluntary Sector 10
A Classification of Nonprofits 11
Current Developments in the Nonprofit Sector 15
Summary 19
2 Introduction to Marketing: Developing a Societal and Market
Orientation 22
What is Marketing? 22
What can Marketing Offer? 25
Typical Objections to Marketing 31
The Development of the Marketing Concept: Products, Sales, and Marketing Orientations 33
Operationalizing the Marketing Concept 36
Market versus Societal Orientation 46
Summary 48
3 Marketing Planning: The Operating Environment and
Marketing Audit 51
Introduction 51
A Planning Framework 52
The Marketing Audit 55
Analytical Tools 61
SWOT Analysis 69
Summary 70
4 Marketing Research 72
Introduction 72
A Definition of Marketing Research 73
Specifying the Research Problem and Research Objectives 74
Secondary versus Primary Data 75
Qualitative Research 76
Quantitative Research Techniques 78
Taking a Sample 79
Questionnaire Design 82
Data Analysis 86
X CONTENTS
5 Marketing Objectives and Strategy 96
Introduction 96
Setting Marketing Objectives 96 ;
Merger/Collaborative Strategy 101 |
Competitive Strategy 103 J
Segmentation Strategy 104 j
Positioning 120 ]
Summary 121 !
6 Branding 124 i
Introduction 124
What is a Brand? 125
Why Brand? 132
Branding—A Caveat 134
Brand Strategy 134
Voluntary Sector Brand Values 138
Integrated Communications 140
Summary 142
7 Marketing Programmes and Services:
The Operational Mix 144
Introduction 144
Products/Services 145
Price 157
Place 159
Promotion 164
People 171
Process 173
Physical Evidence 174
Summary of the Tactical Marketing Mix 174
Ethics—An Additional Element of the Mix? 175
Budget 176
Scheduling 177
Monitoring and Control 178
8 Social Marketing: The Marketing of Ideas 181
Introduction 181
What is Social Marketing? 181
Social Marketing Domains 184
Researching Social Behaviours 188
The Social Marketing Mix 192
Designing a Communications Campaign 195
Summary 207
CONTENTS xi
i 9 Fundraising 210
j Introduction 210
The Fundraising Environment 211
The Fundraising Plan 213
Fundraising from Individual Donors 214
Fundraising from Corporate Donors 234
Fundraising from Trusts/Foundations 242
j Summary 246
10 Arts Marketing 250
Introduction 250
Defining the Arts 250
Why the Reticence? 252
The Vicious Circle 256
The Arts Audience 257
Segmenting Arts Attenders 258
Audience Motivation 261
Non attenders 269
The Box Office Database 277
Attracting Funding 282
Summary 285
11 Education 288
Introduction 288
Recent Changes in the UK Education Framework 289
Higher Education in the USA 294
Changing Perspectives on Marketing in Higher Education 295
Achieving a Market Orientation in Higher Education 296
Key Educational Publics 306
Influencing Student Buying Behaviour 310
Education Marketing—Planning and Control 322
Summary 325
12 Healthcare Marketing 328
Introduction 328
Healthcare Systems 329
The Healthcare Marketing Challenge 332
The Dimensions of Healthcare Service Quality 334
Enhancing Service Quality 336
Healthcare Information 337
Marketing Primary Healthcare 339
Marketing Hospital Services 340
Summary 346
xii CONTENTS
13 Volunteer Support and Management 349
Introduction 349 :
Recruiting Volunteers 351
Retaining Volunteers 365 ;
Recruiting Board Members 370
Summary 371
14 Public Sector Marketing 375
The Development of the Public Sector in the UK 375
The Perception of Marketing 379
The Boundaries of Marketing 382
Characteristics of Public Services 385
Quality in Public Services 386
New Public Sector Management 388
Compulsory Competitive Tendering 389
Accountability 390
Conclusions 391
Index 397
¦ LIST OF FIGURES
1.1 The role of nonprofits in society 3
1.2 Hansmann s classification of nonprofits 12
1.3 The international classification of nonprofit organizations 13
2.1 (a) Marketing as a bolt on discipline; (b) Marketing as a management philosophy 24
2.2 Structure of a typical production oriented organization 34
2.3 Structure of a typical sales oriented organization 35
2.4 Structure of a typical market oriented organization 36
2.5 The components of market orientation 37
2.6 The iceberg of ignorance 44
2.7 Model of societal orientation 47
3.1 Marketing planning framework 52
3.2 Marketing audit framework 55
3.3 Sample PEEST analysis 56
3.4 Nonprofit market analysis 59
3.5 Product/service life cycle 62
3.6 Nonprofit portfolio matrix 64
3.7 Utilizing the portfolio model 66
3.8 Life cycle matrix 67
4.1 Marketing research process 74
4.2 Profile of two nonprofits 86
4.3 Bar chart of seat utilization rate 89
4.4 Histogram of mailing response rates 90
5.1 Ansoff s matrix 99
5.2 The family life cycle 107
5.3 The sagacity model 107
5.4 Hypothetical responses of two markets to fundraising activities 119
5.5 Initial positioning of Bloomsville University 120
5.6 Final positioning of Bloomsville University 121
6.1 Nonprofit brand logos 126
6.2 A brand framework 128
6.3 NSPCC values and principles 130
6.4 Evolution of WWF brand logo 131
6.5 Examples of brand building advertisements 136
6.6 A model of brand 137
6.7 Structure of charity brand values 139
Xiv LIST OF FIGURES
7.1 Components of a product 145
7.2 Continuum of evaluation for different types of products 149
7.3 Importance/perception quadrants 151
7.4 SERVQUAL 153
7.5 Customer satisfaction with an art gallery exhibition 155
7.6 Percentage of pupil population placed in special schools 162
7.7 WWFe card 163
7.8 A simple model of communication 164
7.9 The public relations strategic planning process 168
7.10 E marketing mix 170
7.11 Flow chart of a visit to the theatre 173
7.12 Schedule of a fundraising campaign 178
8.1 Specimen poster from the Don t Kid Yourself campaign 190
8.2 High involvement versus low involvement decisions 197
8.3 Health education council advertising 201
8.4 Poster advertising sheet specification 204
9.1 Sources of sector income 211
9.2 Percentage of organizations and share of total income by income band (%) 212
9.3 Structure of a fundraising plan 214
9.4 VISION profile bar chart 217
9.5 The donor pyramid 220
9.6 Simple two variable segmentation system 224
9.7 Botton village donor response form 227
9.8 Pre tested RSPB envelopes 232
9.9 Classifying corporate donors by level of interest and giving potential 241
10.1 A Kooemba Jdarra Theatre Company production 254
10.2 The vicious circle 257
10.3 A classification of arts consumers 259
10.4 Theatre audience questionnaire 261
10.5 The process of cluster analysis 265
10.6 Student review of National Theatre performance 272
10.7 View of the Horniman Museum 275
10.8 Customer record 279
11.1 Departmental marketing audit 300
11.2 First year engineering degree enrolments 315
11.3 HND engineering enrolment 316
11.4 HND science enrolment 316
11.5 Reasons for applying to CSM 317
11.6 First year engineering degree enrolment 319
11.7 HND engineering enrolment 319
11.8 HND science enrolment 319
LIST OF FIGURES XV
12.1 Healthcare product bundle of benefits 335
13.1 Do It national volunteering database 356
13.2 The communication process 356
13.3 Example volunteer recruitment communication 358
13.4 Categorization of consumer values 361
13.5 Volunteer recruitment process 364
14.1 Categorization of public services 383
14.2 Key relationships in the provision of social housing 386
14.3 Service template process 387
14.4 Specimen service template 388
¦ LIST OFTABLES
1.1 Common mnemonics 12
2.1 Nonprofits and key customer groups 25
2.2 Services are different 29
3.1 Calculation of external attractiveness 65
3.2 Calculation of internal appropriateness 66
4.1 Stratified random sample 80
4.2 Quota sample of 50 individuals 82
4.3 Gender of respondents 92
4.4 Past/present occupation of respondents 92
4.5 Current income profile of respondents 93
4.6 Marital status 93
4.7 Presence of children 93
4.8 Demographic and behavioural characteristics 94
5.1 Socio economic groupings 108
5.2 The ACORN classification system 110
5.3 Wells s psychographic classification system 114
5.4 Criteria for segmentation of industrial markets 117
8.1 A categorization of social behaviours 185
9.1 Criteria by which potential new donors are selected for contact 221
9.2 A history of two individual donors 225
9.3 Charity use of database variables 228
9.4 Modes of individual giving 235
9.5 Breakdown of company donations by recipient group 236
9.6 Corporate support by industrial category (SIC) 240
9.7 Criteria used to select charities for support 240
10.1 Cluster profile of theatre goers in south west England 266
10.2 Reasons for audience attendance at theatre events 267
11.1 Factors influencing postgraduate student choice 320
11.2 First source of information about overseas institution 322
13.1 Bureau of Labor Statistics 350
14.1 Municipal recycling data 1989 1996 381
14.2 Percentage of services subjected to CCT 390
|
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| indexdate | 2024-07-09T20:02:15Z |
| institution | BVB |
| isbn | 0199271828 |
| language | English |
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| spelling | Sargeant, Adrian Verfasser aut Marketing management for nonprofit organizations Adrian Sargeant 2. ed. Oxford [u.a.] Oxford Univ. Press 2005 XV, 408 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Nonprofit organizations Marketing Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Nonprofit-Organisation (DE-588)4293729-2 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 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=012983317&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Sargeant, Adrian Marketing management for nonprofit organizations Nonprofit organizations Marketing Marketingmanagement (DE-588)4168907-0 gnd Nonprofit-Organisation (DE-588)4293729-2 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4293729-2 |
| title | Marketing management for nonprofit organizations |
| title_auth | Marketing management for nonprofit organizations |
| title_exact_search | Marketing management for nonprofit organizations |
| title_full | Marketing management for nonprofit organizations Adrian Sargeant |
| title_fullStr | Marketing management for nonprofit organizations Adrian Sargeant |
| title_full_unstemmed | Marketing management for nonprofit organizations Adrian Sargeant |
| title_short | Marketing management for nonprofit organizations |
| title_sort | marketing management for nonprofit organizations |
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| topic_facet | Nonprofit organizations Marketing Marketingmanagement Nonprofit-Organisation |
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