What are challenges that marketers face in the world of nonprofit marketing? How crucial is it to teach your students who the target audience is when starting up a nonprofit organization versus other key concepts for managing the nonprofit sector?
The seventh edition emphasizes the challenges of nonprofit marketing and having to influence multiple audiences for long-term success. Chapter one will introduce the three key publics needed for non-profit organizations to grow and prosper:
• Clients – May or may not provide sales revenues, but whose patronage is a key indicator of success;
• Funding Agencies – Businesses and individuals who have to see progress and social value in order to keep providing resources;
• Volunteers – Major resource outfits who find outfits like Habitat for Humanity International essential for achieving its goals;
目 錄
SECTION I Developing a Customer Orientation
Chapter 1 The Growth and Development of Nonprofit Marketing
SECTION II Strategic Planning and Organization
Chapter 2 Developing a Customer-Centered Mindset
Chapter 3 Strategic Marketing Planning
Chapter 4 Understanding Consumer Behavior
Chapter 5 Acquiring and Using Marketing Information
Chapter 6 Segmentation, Positioning, and Branding
Chapter 7 Branding
SECTION III Designing the Marketing Mix
Chapter 8 Managing the Organization’s Offerings
Chapter 9 Developing and Launching New Offerings
Chapter 10 Managing Perceived Costs
Chapter 11 Facilitating Marketing Behaviors
Chapter 12 Formulating Communications Strategies
Chapter 13 Managing Communications: Advertising and Personal Persuasion
Chapter 14 Managing Public Media and Public Advocacy
SECTION IV Developing and Organizing Resources
Chapter 15 Generating Funds
Chapter 16 Attracting Human Resources: Staff, Volunteers,and Boards
Chapter 17 Working with the Private Sector
Section V Organizing and Controlling Marketing Strategies
Chapter 18 Organizing for Implementation
Chapter 19 Marketing Evaluation, Monitoring, and Control
