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| Material Type: | Internet resource |
|---|---|
| Document Type: | Book, Internet Resource |
| All Authors / Contributors: |
John Burnett |
| ISBN: | 9780471791898 047179189X |
| OCLC Number: | 72655583 |
| Description: | xvi, 320 p. : ill. ; 24 cm. |
| Contents: | Acknowledgments -- About the author -- 1: Nonprofits: Yesterday, Today, And Tomorrow -- Introduction -- Purposes of nonprofit organizations -- Classifying nonprofits -- Size and shape of nonprofits -- Factors and trends affecting nonprofits -- Marketing's benefits to nonprofits -- Problems in applying marketing -- Guidelines for marketing success in nonprofits -- Organization of this book -- 2: Essence Of Marketing: Terms And Processes Nonprofits Need To Know -- Introduction -- Marketing: definition and justification -- Characteristics of a marketing organization -- Strategic components of marketing -- Keys to marketing success -- 3: Approaching The Market -- Introduction -- Defining the market -- Types of markets -- Approaching the market -- Target market selection -- Product differentiation -- Positioning -- 4: Marketing Research: The Foundation For Planning -- Donor + internet + recognition + confirmation = trust -- Introduction -- Nature and importance of marketing research -- What needs researching in marketing? -- Procedures and techniques in marketing research -- Conducting the research -- Processing the data -- Value of marketing research -- Marketing research for next to nothing -- Summary case -- 5: External Considerations In Marketing Introduction -- Introduction -- External factors that affect planning -- 6: Transitioning To Services Marketing -- Introduction -- Defining services and service products -- Characteristics of service products -- Classifying services -- Building relationships -- Importance of people -- Expectations -- Marketing mix for services -- Understanding service quality -- Special challenges of service -- 7: Decision Making By Target Markets And Stakeholders -- Introduction -- Buyer behavior as problem solving -- Decision making by nonprofit stakeholders -- Decision making in a service context -- 8: Creating And Managing Products -- Introduction -- Defining the product -- Product planning and strategy formulation -- Strategies for developing new products -- Creating the experience for nonprofit products -- Products viewed as servicescapes -- 9: Communicating To Mass Markets -- Introduction -- Role of IMC -- Meaning of marketing communication -- Objectives of marketing communication -- How we communicate -- Designing an IMC strategy -- Understanding advertising -- Sales promotion and public relations -- Personal selling and the marketing communication mix -- IMC mix -- Conclusions -- 10: Pricing The Product -- Introduction -- Price defined: three different perspectives -- Pricing objectives -- Developing a pricing strategy -- New product pricing -- Pricing lines -- Price flexibility -- Price bundling -- Psychological aspects of pricing -- Alternative approaches to determining price -- Pricing in nonprofits -- 11: Channels Of Distribution -- Introduction -- Evolution of the marketing channel -- Functions of the channel -- Channel institutions: capabilities and limitations -- Channel structure -- Channel management process -- Expanding through distribution -- Channel decisions for nonprofits -- Conclusions -- 12: Raising Funds And Acquiring Volunteers -- Introduction -- Sources of revenue and related trends -- Understanding why people donate -- Are you ready to raise money? -- Steps in fundraising -- Case statement -- Recruiting and managing volunteers -- Suggested readings -- Index. |
| Responsibility: | John J. Burnett. |
Abstract:
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
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