Nonprofit marketing best practices:
From the Publisher: From a leader in nonprofit marketing, a hands-on guide to the best practices in doing marketing for your organization. In today's challenging economic climate, every nonprofit organization needs an organization-wide commitment to a comprehensive marketing strategy that incre...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2007
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | From the Publisher: From a leader in nonprofit marketing, a hands-on guide to the best practices in doing marketing for your organization. In today's challenging economic climate, every nonprofit organization needs an organization-wide commitment to a comprehensive marketing strategy that increases awareness and support. Nonprofit Marketing Best Practices teaches proven marketing techniques that can help your nonprofit stand out among the growing number of organization competing for funding, programs, and volunteers. Introducing services marketing as the foundation for nonprofit marketing planning, this essential handbook addresses vital issues including: How to market intangibles; Defining services and service products; The unique characteristics of service products; The marketing-related needs and wants of nonprofits; Best practices marketing strategies and tactics; Marketing successes, marketing failures, and company demographics; Nonprofit leader John Burnett shares everything he's learned during more than three decades managing and consulting nonprofits of every shape and size. Steering clear of business school jargon, Nonprofit Marketing Best Practices provides the advice and tools you need to understand the challenging environment of nonprofit marketing and the most effective ways to achieve maximum marketing success for your organization. Filled with winning marketing concepts, Nonprofit Marketing Best Practices follows an accessible format that actually instructs readers on how to put strategies into effect for their organization. Written for every nonprofit organization, large or small, this must-have book equips you with the best practices in nonprofit marketing-what to do, what not to do, and how to do it better. |
| Beschreibung: | XVI, 320 S. graph. Darst. |
| ISBN: | 9780471791898 |
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| 520 | 3 | |a From the Publisher: From a leader in nonprofit marketing, a hands-on guide to the best practices in doing marketing for your organization. In today's challenging economic climate, every nonprofit organization needs an organization-wide commitment to a comprehensive marketing strategy that increases awareness and support. Nonprofit Marketing Best Practices teaches proven marketing techniques that can help your nonprofit stand out among the growing number of organization competing for funding, programs, and volunteers. Introducing services marketing as the foundation for nonprofit marketing planning, this essential handbook addresses vital issues including: How to market intangibles; Defining services and service products; The unique characteristics of service products; The marketing-related needs and wants of nonprofits; Best practices marketing strategies and tactics; Marketing successes, marketing failures, and company demographics; Nonprofit leader John Burnett shares everything he's learned during more than three decades managing and consulting nonprofits of every shape and size. Steering clear of business school jargon, Nonprofit Marketing Best Practices provides the advice and tools you need to understand the challenging environment of nonprofit marketing and the most effective ways to achieve maximum marketing success for your organization. Filled with winning marketing concepts, Nonprofit Marketing Best Practices follows an accessible format that actually instructs readers on how to put strategies into effect for their organization. Written for every nonprofit organization, large or small, this must-have book equips you with the best practices in nonprofit marketing-what to do, what not to do, and how to do it better. | |
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Datensatz im Suchindex
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| adam_text | Contents
Acknowledgments xi
About the Author xiii
Preface xv
1 Nonprofits: Yesterday, Today, and Tomorrow 1
Introduction 2
The Purposes of Nonprofit Organizations 3
Classifying Nonprofits 7
The Size and Shape of Nonprofits 8
Factors and Trends Affecting Nonprofits 11
Marketing s Benefits to Nonprofits 14
Problems in Applying Marketing 16
Guidelines for Marketing Success in Nonprofits 18
Organization of this Book 18
2 The Essence of Marketing: Terms and Processes
Nonprofits Need to Know 21
Introduction 22
Marketing: Definition and Justification 23
Characteristics of a Marketing Organization 26
Strategic Components of Marketing 34
Keys to Marketing Success 47
3 Approaching the Market 49
Introduction 50
Defining the Market 50
Types of Markets 52
Approaching the Market 54
Target Market Selection 65
Product Differentiation 67
Positioning 68
viii CONTENTS
4 Marketing Research: The Foundation for Planning 73
Donor + Internet + Recognition + Confirmation = Trust 74
Introduction 74
The Nature and Importance of Marketing Research 74
What Needs Researching in Marketing? 76
Procedures and Techniques in Marketing Research 11
Conducting the Research 90
Processing the Data 91
The Value of Marketing Research 91
Marketing Research for Next to Nothing 92
Summary Case 92
5 External Considerations in Marketing Introduction 95
Introduction 95
External Factors That Affect Planning 97
6 Transitioning to Services Marketing 119
Introduction 120
Defining Services and Service Products 120
Characteristics of Service Products 122
Classifying Services 126
Building Relationships 129
The Importance of People 132
Expectations 135
Marketing Mix for Services 138
Understanding Service Quality 139
Special Challenges of Service 142
7 Decision Making by Target Markets and Stakeholders 143
Introduction 144
Buyer Behavior as Problem Solving 145
Decision Making by Nonprofit Stakeholders 162
Decision Making in a Service Context 165
8 Creating and Managing Products 169
Introduction 170
Defining the Product 170
Product Planning and Strategy Formulation 174
CONTENTS ix
Strategies for Developing New Products 185
Creating the Experience for Nonprofit Products 196
Products Viewed as Servicescapes 198
9 Communicating to Mass Markets 203
Introduction 204
The Role of IMC 204
The Meaning of Marketing Communication 207
The Objectives of Marketing Communication 208
How We Communicate 209
Designing an IMC Strategy 212
Understanding Advertising 216
Sales Promotion and Public Relations 224
Personal Selling and the Marketing Communication Mix 230
The IMC Mix 236
Conclusions 238
10 Pricing The Product 241
Introduction 242
Price Defined: Three Different Perspectives 243
Pricing Objectives 245
Developing a Pricing Strategy 246
New Product Pricing 249
Pricing Lines 250
Price Flexibility 251
Price Bundling 253
Psychological Aspects of Pricing 253
Alternative Approaches to Determining Price 254
Pricing in Nonprofits 262
11 The Channels of Distribution 267
Introduction 268
The Evolution of the Marketing Channel 269
Functions of the Channel 272
Channel Institutions: Capabilities and Limitations 274
Channel Structure 277
The Channel Management Process 279
Expanding Through Distribution 282
Channel Decisions for Nonprofits 282
Conclusions 286
x CONTENTS
12 Raising Funds and Acquiring Volunteers 287
Introduction 288
Sources of Revenue and Related Trends 289
Understanding Why People Donate 294
Are You Ready to Raise Money? 301
Steps in Fundraising 302
The Case Statement 306
Recruiting and Managing Volunteers 307
Suggested Readings 310
Index 287
|
| adam_txt |
Contents
Acknowledgments xi
About the Author xiii
Preface xv
1 Nonprofits: Yesterday, Today, and Tomorrow 1
Introduction 2
The Purposes of Nonprofit Organizations 3
Classifying Nonprofits 7
The Size and Shape of Nonprofits 8
Factors and Trends Affecting Nonprofits 11
Marketing's Benefits to Nonprofits 14
Problems in Applying Marketing 16
Guidelines for Marketing Success in Nonprofits 18
Organization of this Book 18
2 The Essence of Marketing: Terms and Processes
Nonprofits Need to Know 21
Introduction 22
Marketing: Definition and Justification 23
Characteristics of a Marketing Organization 26
Strategic Components of Marketing 34
Keys to Marketing Success 47
3 Approaching the Market 49
Introduction 50
Defining the Market 50
Types of Markets 52
Approaching the Market 54
Target Market Selection 65
Product Differentiation 67
Positioning 68
viii CONTENTS
4 Marketing Research: The Foundation for Planning 73
Donor + Internet + Recognition + Confirmation = Trust 74
Introduction 74
The Nature and Importance of Marketing Research 74
What Needs Researching in Marketing? 76
Procedures and Techniques in Marketing Research 11
Conducting the Research 90
Processing the Data 91
The Value of Marketing Research 91
Marketing Research for Next to Nothing 92
Summary Case 92
5 External Considerations in Marketing Introduction 95
Introduction 95
External Factors That Affect Planning 97
6 Transitioning to Services Marketing 119
Introduction 120
Defining Services and Service Products 120
Characteristics of Service Products 122
Classifying Services 126
Building Relationships 129
The Importance of People 132
Expectations 135
Marketing Mix for Services 138
Understanding Service Quality 139
Special Challenges of Service 142
7 Decision Making by Target Markets and Stakeholders 143
Introduction 144
Buyer Behavior as Problem Solving 145
Decision Making by Nonprofit Stakeholders 162
Decision Making in a Service Context 165
8 Creating and Managing Products 169
Introduction 170
Defining the Product 170
Product Planning and Strategy Formulation 174
CONTENTS ix
Strategies for Developing New Products 185
Creating the Experience for Nonprofit Products 196
Products Viewed as Servicescapes 198
9 Communicating to Mass Markets 203
Introduction 204
The Role of IMC 204
The Meaning of Marketing Communication 207
The Objectives of Marketing Communication 208
How We Communicate 209
Designing an IMC Strategy 212
Understanding Advertising 216
Sales Promotion and Public Relations 224
Personal Selling and the Marketing Communication Mix 230
The IMC Mix 236
Conclusions 238
10 Pricing The Product 241
Introduction 242
Price Defined: Three Different Perspectives 243
Pricing Objectives 245
Developing a Pricing Strategy 246
New Product Pricing 249
Pricing Lines 250
Price Flexibility 251
Price Bundling 253
Psychological Aspects of Pricing 253
Alternative Approaches to Determining Price 254
Pricing in Nonprofits 262
11 The Channels of Distribution 267
Introduction 268
The Evolution of the Marketing Channel 269
Functions of the Channel 272
Channel Institutions: Capabilities and Limitations 274
Channel Structure 277
The Channel Management Process 279
Expanding Through Distribution 282
Channel Decisions for Nonprofits 282
Conclusions 286
x CONTENTS
12 Raising Funds and Acquiring Volunteers 287
Introduction 288
Sources of Revenue and Related Trends 289
Understanding Why People Donate 294
Are You Ready to Raise Money? 301
Steps in Fundraising 302
The Case Statement 306
Recruiting and Managing Volunteers 307
Suggested Readings 310
Index 287 |
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| illustrated | Illustrated |
| index_date | 2024-07-02T16:55:53Z |
| indexdate | 2024-07-09T20:54:33Z |
| institution | BVB |
| isbn | 9780471791898 |
| language | English |
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| spelling | Burnett, John J. Verfasser aut Nonprofit marketing best practices John J. Burnett Hoboken, NJ Wiley 2007 XVI, 320 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier From the Publisher: From a leader in nonprofit marketing, a hands-on guide to the best practices in doing marketing for your organization. In today's challenging economic climate, every nonprofit organization needs an organization-wide commitment to a comprehensive marketing strategy that increases awareness and support. Nonprofit Marketing Best Practices teaches proven marketing techniques that can help your nonprofit stand out among the growing number of organization competing for funding, programs, and volunteers. Introducing services marketing as the foundation for nonprofit marketing planning, this essential handbook addresses vital issues including: How to market intangibles; Defining services and service products; The unique characteristics of service products; The marketing-related needs and wants of nonprofits; Best practices marketing strategies and tactics; Marketing successes, marketing failures, and company demographics; Nonprofit leader John Burnett shares everything he's learned during more than three decades managing and consulting nonprofits of every shape and size. Steering clear of business school jargon, Nonprofit Marketing Best Practices provides the advice and tools you need to understand the challenging environment of nonprofit marketing and the most effective ways to achieve maximum marketing success for your organization. Filled with winning marketing concepts, Nonprofit Marketing Best Practices follows an accessible format that actually instructs readers on how to put strategies into effect for their organization. Written for every nonprofit organization, large or small, this must-have book equips you with the best practices in nonprofit marketing-what to do, what not to do, and how to do it better. Nonprofit organizations Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Nonprofit-Organisation (DE-588)4293729-2 gnd rswk-swf Nonprofit-Organisation (DE-588)4293729-2 s Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015513463&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Nonprofit marketing best practices |
| title_auth | Nonprofit marketing best practices |
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| title_full | Nonprofit marketing best practices John J. Burnett |
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