 | | 書 名 | Mission-Based Marketing ： Positioning Your Not-For-Profit in an Increasingly Competitive World | | 出 版 項 | Hoboken, N.J. : John Wiley & Sons; c2010 | | 稽 核 項 | xiii, 242 p; 24 cm | | 標 題 | Nonprofit organizations -- Marketing.;Marketing | | 標 題 | Electronic books | | 內 容 註 | Mission-Based Marketing, Third Edition: Positioning Your Not-for-Profit in an Increasingly Competitive World -- Contents -- About the Author -- Chapter 1: Introduction -- Overview -- A Competitive and Always-Online World -- Who This Book Is Written For -- The Benefits of Reading This Book -- Preview of the Book -- Recap -- Chapter 2: Marketing: A Key to Better Mission -- Overview -- The Characteristics of a Mission-Based, Market-Driven Organization -- Meeting Customer Wants -- Treating
Everyone like a Customer -- What about Your Competition? -- A Team Effort -- Recap -- Discussion Questions -- Chapter 3: Being Mission Based and Market Driven -- Overview -- Which Is Right, the Market or the Mission? -- Moving with the Markets and Maintaining Your Mission -- The Never-Ending Marketing Cycle -- The Results of Becoming Market Driven -- Motivating Board and Staff -- Holding On to Your Core Values -- Recap -- Discussion Questions -- Chapter 4: Being Flexible and Innovating w
ith the Market -- Overview -- The Need for Flexibility -- Retaining the Capacity for Flexibility -- Being a Change Leader -- The Pace of Change in a Competitive Environment -- Recap -- Discussion Questions -- Chapter 5: The Marketing Cycle for a Nonprofit -- Overview -- The Marketing Cycle That Works -- The Marketing Disability of Most Nonprofits -- The Marketing Cycle and Your Competitors -- Recap -- Discussion Questions -- Chapter 6: Who Are Your Markets? -- Overview -- Market Identifi
cation and Quantification -- Market Segmenting -- Focusing on Target Markets -- Treating All Your Markets Like Customers -- Recap -- Discussion Questions -- Chapter 7: Who Are Your Competitors? -- Overview -- Identifying Your Competition -- Studying the Competition -- Focusing on Your Core Competencies -- Recap -- Discussion Questions -- Chapter 8: Asking Your Markets What They Want -- Overview | | 內 容 註 | Surveys -- Focus Groups -- Informal Asking -- Asking (and Listening) Online -- Asking Mistakes -- After Asking -- Recap -- Discussion Questions -- Chapter 9: Better Marketing Materials -- Overview -- The Problems with Most Nonprofits' Marketing Materials -- Solving Customers' Problems -- Things to Include in Your Marketing Materials -- Things to Avoid in Your Marketing Materials -- Developing Different Materials for Different Markets -- Recap -- Discussion Questions -- Chapter 10: Techn
ology and Marketing -- Overview -- Tech Is an Accelerator of Good Marketing -- (Your Web Site Is) Your First Chance to Make a Good Impression -- Asking and Listening -- Beware the Digital Divide -- Social Networking/Social Media -- What's Next? -- Recap -- Discussion Questions -- Chapter 11: Incredible Customer Service -- Overview -- Three Customer Service Rules -- The Customer Is Not Always Right, but the Customer Is Always the Customer, so Fix the Problem -- Customers Never Have Proble
ms -- They Always Have Crises, so Fix the Problem -- Never Settle for Good Customer Service- Seek Total Customer -- The Unhappy Customer -- Regular Customer Contact -- Turning Customers into Referral Sources -- Recap -- Discussion Questions -- Chapter 12: A Marketing Planning Process -- Overview -- Developing Your Marketing Team -- An Asking Schedule -- Targeting Your Marketing Effort -- A Marketing Plan Outline -- Marketing Planning Software -- Recap -- Discussion Questions -- Final Wor
ds -- Index | | 摘 要 註 | A direct, practical guide revealing how you can lead yournot-for-profit to success through mission-based marketing Now in a Third Edition, Mission-Based Marketing is adirect, practical guide showing how you can lead yournot-for-profit to success in a more competitive world. This bookprovides the knowledge and skills you need to build a market-drivenorganization that holds onto its core values, does a better job ofproviding mission, and successfully competes for funding, clients,referra
l sources, staff, and board members. Includes new material on nonprofit websites, social networkingand new methods of communication, advances in technology, customerservice in today's world, and the effects of marketing onfundraisingGoes beyond the hows and whys to include lots of hands-onadvice and real-world examplesOther titles by Brinckerhoff: Mission-Based Management:Leading Your Not-for-Profit In the 21st Century, Faith-BasedManagement: Leading Organizations That Are Based on More
than JustMission, and Social Entrepreneurship: The Art ofMission-Based Venture Development Filled with new material, this book appraises the trends thathave dramatically affected the not-for-profit sector in the pastseveral years, and explains how an organization can shape thisshifting landscape to its ultimate benefit | | 館 藏 註 | Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries | | ISBN | 9780470889848 | | 版 次 | 3rd ed | | 電子資源URL | Click to View |
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