Peter C. Brinckerhoff

Mission-Based Marketing (eBook, ePUB)

Positioning Your Not-for-Profit in an Increasingly Competitive World

• Format: ePub

Produktbeschreibung

A direct, practical guide revealing how you can lead your not-for-profit to success through mission-based marketing Now in a Third Edition, Mission-Based Marketing is a direct, practical guide showing how you can lead your not-for-profit to success in a more competitive world. This book provides the knowledge and skills you need to build a market-driven organization that holds onto its core values, does a better job of providing mission, and successfully competes for funding, clients, referral sources, staff, and board members. * Includes new material on nonprofit websites, social networking and new methods of communication, advances in technology, customer service in today's world, and the effects of marketing on fundraising * Goes beyond the hows and whys to include lots of hands-on advice and real-world examples * Other titles by Brinckerhoff: Mission-Based Management: Leading Your Not-for-Profit In the 21st Century, Faith-Based Management: Leading Organizations That Are Based on More than Just Mission, and Social Entrepreneurship: The Art of Mission-Based Venture Development Filled with new material, this book appraises the trends that have dramatically affected the not-for-profit sector in the past several years, and explains how an organization can shape this shifting landscape to its ultimate benefit.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 256
• Erscheinungstermin: 8. September 2010
• Englisch
• ISBN-13: 9780470889862
• Artikelnr.: 37300076

Autorenporträt

PETER C. BRINCKERHOFF is an internationally renowned trainer, author, and consultant to nonprofit organizations. He brings years of experience in the field to his work, as he is a former board member of local, state, and national not-for-profits, and has worked on the staff and as executive director of two regional not-for-profits. Since foundinghis consulting firm, Corporate Alternatives, in 1982, Mr. Brinckerhoff has helped thousands of organizations become more mission-capable. He is the author of eight books on nonprofit management, including three that have won the Terry McAdam Book Award for Best Nonprofit Book of the Year. Mr. Brinckerhoff's titles include the workbook associated with this book, Mission-Based Marketing Workbook, Second Edition, as well as Mission-Based Management, Third Edition; Mission-Based Management Workbook, Second Edition; Social Entrepreneurship; and Faith-Based Management, all published by Wiley.

Inhaltsangabe

Acknowledgments. About the Author. 1 Introduction. Overview. A Competitive
And Always Online World. The Benefits Of Reading This Book. Preview Of The
Book. Recap. 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 for Chapter 2. 3
Being Mission-Based and Market-Driven. Overview. Which Is Right, The
Markets Or The Mission? Moving With The Markets, 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 for Chapter 3. 4 Being Flexible and Innovating with
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 for Chapter 4. 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 for Chapter 5. 6 Who Are Your
Markets? Overview. Market Identification And Quantification. Market
Segmenting. Focusing On Target Markets. Treating All Your Markets Like
Customers. Recap. Discussion Questions for Chapter 6. 7 Who Are Your
Competitors? Overview. Identifying Your Competition. Studying The
Competition. Focusing On Your Core Competencies. Recap. Discussion
Questions for Chapter 7. 8 Asking Your Markets What They Want. Overview.
Surveys. Focus Groups. Informal Asking. Asking (And Listening) Online.
Active Asking. Asking Mistakes. After Asking. Recap. Discussion Questions
for Chapter 8. 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 for Chapter 9. 10 Technology 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 for Chapter 10 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 Problems;
They Always Have Crises, So Fix The Problem Now. Never Settle For Good
Customer Service--Seek Total .Customer Satisfaction. The Unhappy Customer.
Regular Customer Contact. Turning Customers Into Referral Sources. Recap.
Discussion Questions for Chapter 11. 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 for Chapter 12. Final Words. Index.