Coverart for item
The Resource Mission-based marketing : positioning your not-for-profit in an increasingly competitive world, Peter C. Brinckerhoff

Mission-based marketing : positioning your not-for-profit in an increasingly competitive world, Peter C. Brinckerhoff

Label
Mission-based marketing : positioning your not-for-profit in an increasingly competitive world
Title
Mission-based marketing
Title remainder
positioning your not-for-profit in an increasingly competitive world
Statement of responsibility
Peter C. Brinckerhoff
Creator
Subject
Language
eng
Summary
"Mission-Based Marketing is a direct, practical guide that shows how you can lead your not-for-profit to success in a more competitive world. This book provides the knowledge and skills 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. This third edition of the widely respected Mission-Based Management® Series outlines a not-for-profit organization's plan for financial success. New material will focus 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."-- Provided by publisher
Cataloging source
DLC
http://library.link/vocab/creatorDate
1952-
http://library.link/vocab/creatorName
Brinckerhoff, Peter C.
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
Nonprofit organizations
Label
Mission-based marketing : positioning your not-for-profit in an increasingly competitive world, Peter C. Brinckerhoff
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Contents
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 Markets 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 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 -- 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 Identification 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 -- 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. 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 -- 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 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 -- 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
Control code
ocn601088369
Dimensions
24 cm
Edition
3rd ed
Extent
xiii, 242 p.
Isbn
9780470602188
Lccn
2010013514
Other physical details
ill.
System control number
(OCoLC)601088369
Label
Mission-based marketing : positioning your not-for-profit in an increasingly competitive world, Peter C. Brinckerhoff
Publication
Bibliography note
Includes bibliographical references and index
Contents
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 Markets 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 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 -- 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 Identification 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 -- 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. 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 -- 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 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 -- 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
Control code
ocn601088369
Dimensions
24 cm
Edition
3rd ed
Extent
xiii, 242 p.
Isbn
9780470602188
Lccn
2010013514
Other physical details
ill.
System control number
(OCoLC)601088369

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      -40.385340 175.617349
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