Marketing management for nonprofit organizations:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Oxford [u.a.]
Oxford Univ. Press
2009
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XV, 498 S. Ill., graph. Darst. |
| ISBN: | 9780199236152 |
Staff View
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| 245 | 1 | 0 | |a Marketing management for nonprofit organizations |c Adrian Sargeant |
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Record in the Search Index
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|---|---|
| adam_text | ■ CONTENTS
UST
OF FIGURES
xvii
LIST OF TABLES
xx
PART ONE Introduction to Marketing
1
Scope, Challenges and Development of the Nonprofit Sector
3
Introduction
3
Defining the Nonprofit Sector
4
The Development of the UK Voluntary Sector
9
The Nonprofit Sector in the United States
12
Dimensions of the UK Voluntary Sector
15
Classifying Nonprofit Organizations
20
Current Issues in the Nonprofit Sector
23
Summary
29
2
Developing a Societal and Market Orientation
33
What Is Marketing?
33
What Can Marketing Offer?
35
How Is Nonprofit Marketing Different?
39
Typical Objections to Marketing
43
The Development of the Marketing Concept: Products, Sales, and Marketing Orientations
45
Operationalizing the Marketing Concept
48
Market versus Societal Orientation
57
Operationalizing Societal Orientation
59
Summary
71
PART TWO Marketing Planning
3
Marketing Planning: The Operating Environment and Marketing Audit
79
Introduction
79
A Planning Framework
80
The Marketing Audit
82
Analytical Tools
88
Xii CONTENTS
Mission,
Merit, and Money: A Portfolio Model
94
Swot Analysis
97
Summary
98
4
Marketing Research
100
Introduction
100
A Definition of Marketing Research
101
Specifying the Research Problem and Research Objeaives
102
Secondary versus Primary Data
103
Qualitative Research
104
Quantitative Research Techniques
105
Taking a Sample
106
Questionnaire Design
109
Analysis of Qualitative Data
113
Analysis of Quantitative Data
115
5
Marketing Objectives and Strategy
122
Introduction
122
Setting Marketing Objectives
12 2
Merger/Collaborative Strategy
127
Competitive Strategy
129
Segmentation Strategy
131
Positioning
147
Summary
150
6
Branding
156
Introduction
156
What Is a Brand?
157
Why Brand?
164
Branding
—
A Caveat
167
Brand Strategy
168
Voluntary Sector Brand Values
171
Integrated Communications
175
Summary
177
7
Marketing Programmes and Services: The Operational Mix
180
Introduction
180
Products/Services
181
CONTENTS
ХІІІ
Price
191
Place
195
Promotion
198
People
205
Process
206
Physical Evidence
207
Summary of the Tactical Marketing Mix
208
Ethics
—
An Additional Component of the Mix?
208
Budget
210
Scheduling
21
1
Monitoring and Control
211
PART THREE Specific Applications
8
Social Marketing: The Marketing of Ideas
217
Introduction
217
What Is Social Marketing?
217
Social Marketing Domains
221
Researching Social Behaviours
224
The Social Marketing Mix
228
The Behavioural Ecological Model
230
Designing a Communications Campaign
232
Summary
247
9
Fundraising
253
Introduction
253
Case for Support
254
Fundraising from Individual Donors
255
Corporate Fundraising
277
Corporate Social Responsibility
286
Grant Fundraising
290
Summary
299
10
Arts Marketing
303
Introduction
303
Defining the Arts
304
The Artistic Product
304
Balance in Arts Marketing
307
xiv CONTENTS
The Arts Audience
311
Developing Audiences Online
319
Customer Retention and Development
327
Attracting Funding
330
Summary
333
11
Education
336
Introduction
336
Recent Changes in the UK Education Framework
337
Education in the USA
345
Changing Perspectives on Marketing in Higher Education
345
Achieving a Market Orientation in Higher Education
349
Key Educational Publics
359
Influencing Student Buying Behaviour
362
Education Marketing
—
Planning and Control
370
Summary
373
12
Healthcare Marketing
377
Introduction
377
Healthcare Systems
378
The Healthcare Marketing Challenge
381
Mapping Consumer Value in Healthcare
382
Identifying Competitive Advantage
388
Strategic Position and Action Evaluation
392
Programme Evaluation
397
Strategic Posture
398
Strategic Positioning
399
Tactical Healthcare Marketing
400
Summary
404
13
Social
Entrepreneurship
408
Introduction
408
What Is Social
Entrepreneurship?
409
The Social
Entrepreneurship
Process
412
Success in Social Ventures
414
Social
Entrepreneurship
and Alleviating Poverty
416
The Contribution of Marketing
422
Drawbacks of the Social Enterprise Model
423
CONTENTS
XV
Entrepreneurial Philanthropy
424
Summary
426
14
Volunteer Support and Management
430
Introduction
430
Recruiting Volunteers
433
Retaining Volunteers
446
Recruiting Board Members
450
Summary
451
15
Public Sector Marketing
455
The Development of the Public Sector in the United Kingdom
455
The Perception of Marketing
458
The Boundaries of Marketing
461
Characteristics of Public Services
464
Quality in Public Services
465
New Public Sector Management
468
Compulsory Competitive Tendering
468
Accountability
469
The Rise of E-Government
470
Conclusions
471
INDEX
477
|
| adam_txt |
■ CONTENTS
UST
OF FIGURES
xvii
LIST OF TABLES
xx
PART ONE Introduction to Marketing
1
Scope, Challenges and Development of the Nonprofit Sector
3
Introduction
3
Defining the Nonprofit Sector
4
The Development of the UK Voluntary Sector
9
The Nonprofit Sector in the United States
12
Dimensions of the UK Voluntary Sector
15
Classifying Nonprofit Organizations
20
Current Issues in the Nonprofit Sector
23
Summary
29
2
Developing a Societal and Market Orientation
33
What Is Marketing?
33
What Can Marketing Offer?
35
How Is Nonprofit Marketing Different?
39
Typical Objections to Marketing
43
The Development of the Marketing Concept: Products, Sales, and Marketing Orientations
45
Operationalizing the Marketing Concept
48
Market versus Societal Orientation
57
Operationalizing Societal Orientation
59
Summary
71
PART TWO Marketing Planning
3
Marketing Planning: The Operating Environment and Marketing Audit
79
Introduction
79
A Planning Framework
80
The Marketing Audit
82
Analytical Tools
88
Xii CONTENTS
Mission,
Merit, and Money: A Portfolio Model
94
Swot Analysis
97
Summary
98
4
Marketing Research
100
Introduction
100
A Definition of Marketing Research
101
Specifying the Research Problem and Research Objeaives
102
Secondary versus Primary Data
103
Qualitative Research
104
Quantitative Research Techniques
105
Taking a Sample
106
Questionnaire Design
109
Analysis of Qualitative Data
113
Analysis of Quantitative Data
115
5
Marketing Objectives and Strategy
122
Introduction
122
Setting Marketing Objectives
12 2
Merger/Collaborative Strategy
127
Competitive Strategy
129
Segmentation Strategy
131
Positioning
147
Summary
150
6
Branding
156
Introduction
156
What Is a Brand?
157
Why Brand?
164
Branding
—
A Caveat
167
Brand Strategy
168
Voluntary Sector Brand Values
171
Integrated Communications
175
Summary
177
7
Marketing Programmes and Services: The Operational Mix
180
Introduction
180
Products/Services
181
CONTENTS
ХІІІ
Price
191
Place
195
Promotion
198
People
205
Process
206
Physical Evidence
207
Summary of the Tactical Marketing Mix
208
Ethics
—
An Additional Component of the Mix?
208
Budget
210
Scheduling
21
1
Monitoring and Control
211
PART THREE Specific Applications
8
Social Marketing: The Marketing of Ideas
217
Introduction
217
What Is Social Marketing?
217
Social Marketing Domains
221
Researching Social Behaviours
224
The Social Marketing Mix
228
The Behavioural Ecological Model
230
Designing a Communications Campaign
232
Summary
247
9
Fundraising
253
Introduction
253
Case for Support
254
Fundraising from Individual Donors
255
Corporate Fundraising
277
Corporate Social Responsibility
286
Grant Fundraising
290
Summary
299
10
Arts Marketing
303
Introduction
303
Defining the Arts
304
The Artistic Product
304
Balance in Arts Marketing
307
xiv CONTENTS
The Arts Audience
311
Developing Audiences Online
319
Customer Retention and Development
327
Attracting Funding
330
Summary
333
11
Education
336
Introduction
336
Recent Changes in the UK Education Framework
337
Education in the USA
345
Changing Perspectives on Marketing in Higher Education
345
Achieving a Market Orientation in Higher Education
349
Key Educational Publics
359
Influencing Student Buying Behaviour
362
Education Marketing
—
Planning and Control
370
Summary
373
12
Healthcare Marketing
377
Introduction
377
Healthcare Systems
378
The Healthcare Marketing Challenge
381
Mapping Consumer Value in Healthcare
382
Identifying Competitive Advantage
388
Strategic Position and Action Evaluation
392
Programme Evaluation
397
Strategic Posture
398
Strategic Positioning
399
Tactical Healthcare Marketing
400
Summary
404
13
Social
Entrepreneurship
408
Introduction
408
What Is Social
Entrepreneurship?
409
The Social
Entrepreneurship
Process
412
Success in Social Ventures
414
Social
Entrepreneurship
and Alleviating Poverty
416
The Contribution of Marketing
422
Drawbacks of the Social Enterprise Model
423
CONTENTS
XV
Entrepreneurial Philanthropy
424
Summary
426
14
Volunteer Support and Management
430
Introduction
430
Recruiting Volunteers
433
Retaining Volunteers
446
Recruiting Board Members
450
Summary
451
15
Public Sector Marketing
455
The Development of the Public Sector in the United Kingdom
455
The Perception of Marketing
458
The Boundaries of Marketing
461
Characteristics of Public Services
464
Quality in Public Services
465
New Public Sector Management
468
Compulsory Competitive Tendering
468
Accountability
469
The Rise of E-Government
470
Conclusions
471
INDEX
477 |
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| illustrated | Illustrated |
| index_date | 2024-07-02T23:00:39Z |
| indexdate | 2024-07-09T21:27:01Z |
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| isbn | 9780199236152 |
| language | English |
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| spelling | Sargeant, Adrian Verfasser aut Marketing management for nonprofit organizations Adrian Sargeant 3. ed. Oxford [u.a.] Oxford Univ. Press 2009 XV, 498 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Nonprofit-Marketing stw Nonprofit-Organisation stw Nonprofit organizations Marketing Nonprofit-Organisation (DE-588)4293729-2 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s Nonprofit-Organisation (DE-588)4293729-2 s DE-604 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016994694&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Sargeant, Adrian Marketing management for nonprofit organizations Nonprofit-Marketing stw Nonprofit-Organisation stw Nonprofit organizations Marketing Nonprofit-Organisation (DE-588)4293729-2 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4293729-2 (DE-588)4168907-0 |
| title | Marketing management for nonprofit organizations |
| title_auth | Marketing management for nonprofit organizations |
| title_exact_search | Marketing management for nonprofit organizations |
| title_exact_search_txtP | 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 |
| topic | Nonprofit-Marketing stw Nonprofit-Organisation stw Nonprofit organizations Marketing Nonprofit-Organisation (DE-588)4293729-2 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Nonprofit-Marketing Nonprofit-Organisation Nonprofit organizations Marketing Marketingmanagement |
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