Mission-based marketing: positioning your not-for-profit in an increasingly world
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | Undetermined |
| Veröffentlicht: |
New York, NY
Wiley
2003
|
| Ausgabe: | 2. ed. |
| Schriftenreihe: | Mission-based management series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| ISBN: | 0471237183 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804143030710566912 |
|---|---|
| adam_text | Contents
1. Introduction 1
A. A Competitive, Always Wired, World 3
B. Who This Book Is Written For 5
C. The Benefits of Reading This Book 6
D. Preview of the Book 7
2. Marketing: The Competitive Edge 12
A. The Characteristics of a Market-Driven Organization .... 13
B. Meeting Customer Wants 15
C. Treating Everyone Like A Customer 18
D. Being Better Than Your Competition 19
E. A Team Effort 22
3. Being Mission-Based and Market-Driven 29
A. Which Is Right, the Markets or the Mission? 30
B. Moving with the Markets, Maintaining Your Mission .... 33
C. The Never-Ending Marketing Cycle 37
D. The Results of Becoming Market-Driven 38
E. Motivating Board and Staff 40
F. Holding On to Your Core Values 46
4. Being Flexible and Changing with
the Market 52
A. The Need for Flexibility 53
B. Retaining the Capacity for Flexibility 59
C. Being a Change Agent 64
D. The Pace of Change in a Competitive Environment 67
xii Contents
5. The Marketing Cycle for a Not-for-Profit 74
A. The Marketing Cycle That Works 75
B. The Marketing Disability of Most Not-for-Profits 88
C. The Marketing Cycle and Your Competitors 89
6. Who Are Your Markets? 96
A. Market Identification and Quantification 97
B. Market Segmenting 105
C. Focusing on Target Markets 107
D. Treating All Your Markets Like Customers . 109
7. Who Are Your Competitors? 114
A. Identifying Your Competition 115
B. Studying the Competition 124
C. Focusing on Your Core Competencies .......... .. ..... 131
8. Asking Your Markets What They Want ... 135
A. Surveys
B. Focus Groups 144
C. Informal Asking 147
D. Asking Online 149
E. Asking Mistakes 150
F. After Asking 152
9. Better Marketing Materials 156
A. The Problems with Most Not-for-Profits
Marketing Materials 157
B. Solving Customers Problems 162
C. ThingstoIncludeinYourMarketingMaterials 164
D. Things to Avoid in Your Marketing Materials .... 166
E. Developing Different Materials for Different Markets ... 168
10. Technology and Marketing 172
A. Using Technology to Market in a Better, Faster, and More Focused Manner 173
B. High-Tech Asking-High-Tech Listening 179
C Your Web Site(s) 183
D. Better Marketing Materials 186
E. Development 189
F Newsletters Online . . 192
Contents xiii
11. Incredible Customer Service 195
A. Three Customer Service Rules 197
B. The Customer Is Not Always Right, but the Customer Is
Always the Customer, So Fix the Problem 198
C. Customers Never Have Problems; They Always Have
Crises, So Fix the Problem Now 198
D. Never Settle for Good Customer Service—Seek Total
Customer Satisfaction 202
E. The Unhappy Customer 207
F. Regular Customer Contact 209
G. Turning Customers into Referral Sources 211
12. A Marketing Planning Process 215
A. Developing Your Marketing Team 216
B. An Asking Schedule 219
C Targeting Your Marketing Effort 222
D. A Marketing Plan Outline 224
E. Marketing Planning Software 230
13. Resources for Marketing 232
A. Books, Workbooks, Periodicals 233
B. Organizations 234
C Software 235
D. Web Resources 235
Final Words 237
Appendix A: Survey Sample 239
Appendix B: Focus Group Questions 244
Index 247
|
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| series2 | Mission-based management series |
| spelling | Brinckerhoff, Peter C. Verfasser aut Mission-based marketing positioning your not-for-profit in an increasingly world Peter C. Brinckerhoff 2. ed. New York, NY Wiley 2003 txt rdacontent n rdamedia nc rdacarrier Mission-based management series Soziomarketing (DE-588)4116549-4 gnd rswk-swf Soziomarketing (DE-588)4116549-4 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020395957&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Brinckerhoff, Peter C. Mission-based marketing positioning your not-for-profit in an increasingly world Soziomarketing (DE-588)4116549-4 gnd |
| subject_GND | (DE-588)4116549-4 |
| title | Mission-based marketing positioning your not-for-profit in an increasingly world |
| title_auth | Mission-based marketing positioning your not-for-profit in an increasingly world |
| title_exact_search | Mission-based marketing positioning your not-for-profit in an increasingly world |
| title_full | Mission-based marketing positioning your not-for-profit in an increasingly world Peter C. Brinckerhoff |
| title_fullStr | Mission-based marketing positioning your not-for-profit in an increasingly world Peter C. Brinckerhoff |
| title_full_unstemmed | Mission-based marketing positioning your not-for-profit in an increasingly world Peter C. Brinckerhoff |
| title_short | Mission-based marketing |
| title_sort | mission based marketing positioning your not for profit in an increasingly world |
| title_sub | positioning your not-for-profit in an increasingly world |
| topic | Soziomarketing (DE-588)4116549-4 gnd |
| topic_facet | Soziomarketing |
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