Strategic Marketing for Non Profit Organizations

SECTION I DEVELOPING A TARGET AUDIENCE ORIENTATION 1 Chapter 1 The Growth and Development of Nonprofit Marketing Chapter 2 Developing a Target Audience-Centered Mindset SECTION II STRATEGIC PLANNING AND ORGANIZATION Chapter 3 Strategic Marketing Planning Chapter 4 Understanding Target Audience Behavior Chapter 5 Acquiring and Using Marketing Information Chapter 6 Segmentation, Targeting, and Positioning Chapter 7 Branding SECTION III DESIGNING THE MARKETING MIX Chapter 8 Value Propositions: 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 Communication Strategies Chapter 13 Managing Communications: Advertising and Personal Persuasion Chapter 14 Managing Public Media and Public Advocacy SECTION IV DEVELOPING RESOURCES Chapter 15 Generating Funds Chapter 16 Attracting Human Resources: Staff, Volunteers, and Board Members 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