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This sixth edition of an already well established text on nonprofit marketing maintains its unique behavioral focus and offers a powerful frame-work to understand how marketing is-and ought to be-used in the nonprofit environment. Much more strongly than in previous editions, it seeks to position marketing as among the most critical-if not the most critical-disciplines needed for nonprofit success.
Marketing being the "behavioral influencing business", the book argues that success ulti-mately requires the influencing of the behavior in a wide range of key target markets-clients, financiers, policy makers, volunteers, and the media, as well as the nonprofit's own staff. Implicit in this volume is the notion that everyone in nonprofit management-including the CEO-ought to have a thorough grounding in marketing and what it does and can do.
The book demonstrates that nonprofit enterprise is flourishing everywhere in the world, and is a large, growing, important, challenging sector that is also relevant to both the government and for-profit sectors in many ways not appreciated before. It is a growing reality that many government agencies have missions highly similar to nonprofits and are often major players in the field of social marketing. Corporations are also increasingly becoming involved in the social sector. Managers in many environments there-fore need to study nonprofit marketing.
Besides managers in the nonprofit organizations and students of marketing, this standard reference book will also be particularly helpful to managers in both the government and corporate domains who equally need to understand the marketing concepts and tools used in the nonprofit sector for fulfilling their own organizational missions.
Table of Contents
Section - 1 : Developing a Customer Orientation
1. The Growth and Development of Nonprofit Marketing
2. Developing a Customer-Centered Mindset
Section - 2 : Strategic Planning and Organization
3. Strategic Marketing Planning
4. Understanding Target Audience Behaviour
5. Acquiring and Using Marketing Information
6. Segmentation, Positioning, and Branding
Section - 3 : Developing and Organizing Resources
7. Generating Funds
8. Attracting Human Resources : Staff, Volunteers, and Boards
9. Working with the Private Sector
10.Organizing for Implementation
11.Planning and Budgeting the Marketing Mix
Section - 4 : Designing the Marketing Mix
12.Managing the Organization's Offerings
14.Developing and Launching New Offerings
15.Managing Perceived Costs
16.Facilitating Marketing Behaviors
17.Formulating Communications Strategies
18.Managing Communications : Advertising and Personal Persuasion
19.Managing Public Media and Public Advocacy
Section - 5 : Controlling Marketing Strategies
20.Marketing Evaluation, Monitoring, and Control
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