非赢利营销最佳实践 Nonprofit Marketing Best Practices
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作者： John J. Burnett著
出 版 社： 吉林长白山
出版时间： 2007-1-1字数：版次： 1页数： 320印刷时间： 2007/03/01开本：印次：纸张： 胶版纸I S B N ： 9780471791898包装： 精装编辑推荐
作者简介：
John J. Burnett (Denver, CO) is a Professor of Marketing and Director of the DU Marketing Roundtable at the Daniels College of Business at the University of Denver. During his 37-year career as a university professor, and tenure at six universities, he has worked with such nonprofit organizations as The Boys Club of America, The American Red Cross, Lubbock General Hospital, the National Parks Service, the Denver Zoo, and Easter Seals. Burnett has authored/co-authored 16 books, including the number one textbook in advertising. He is one of a handful of authors who have conducted primary research on the disabled consumer. The impetus for this book is the one-half-day workshop he developed 15 years ago and has presented numerous times to nonprofit marketers, entitled Marketing for Nonprofits: A Strategic Approach.
内容简介
From a leader in nonprofit marketing, a hands-on guide to the best practices in doing marketing for your organization.
In today's challenging economic climate, every nonprofit organization needs an organization-wide commitment to a comprehensive marketing strategy that increases awareness and support. Nonprofit Marketing Best Practices teaches proven marketing techniques that can help your nonprofit stand out among the growing number of organization competing for funding, programs, and volunteers.
Introducing services marketing as the foundation for nonprofit marketing planning, this essential handbook addresses vital issues including:
* How to market intangibles
* Defining services and service products
* The unique characteristics of service products
* The marketing-related needs and wants of nonprofits
* Best practices marketing strategies and tactics
* Marketing successes, marketing failures, and company demographics
Nonprofit leader John Burnett shares everything he's learned during more than three decades managing and consulting nonprofits of every shape and size. Steering clear of business school jargon, Nonprofit Marketing Best Practices provides the advice and tools you need to understand the challenging environment of nonprofit marketing and the most effective ways to achieve maximum marketing success for your organization.
Filled with winning marketing concepts, Nonprofit Marketing Best Practices follows an accessible format that actually instructs readers on how to put strategies into effect for their organization. Written for every nonprofit organization, large or small, this must-have book equips you with the best practices in nonprofit marketing-what to do, what not to do, and how to do it better.
目录
Acknowledgments.
About the Author.
Preface.
1 Nonprofits: Yesterday, Today, and Tomorrow.
Introduction.
The Purposes of Nonprofit Organizations.
Classifying Nonprofits.
The Size and Shape of Nonprofits.
Factors and Trends Affecting Nonprofits.
Marketing’s Benefits to Nonprofits.
Problems in Applying Marketing.
Guidelines for Marketing Success in Nonprofits.
Organization of this Book 18
2 The Essence of Marketing: Terms and Processes Nonprofits Need to Know.
Introduction.
Marketing: Definition and Justification.
Characteristics of a Marketing Organization.
Strategic Components of Marketing.
Keys to Marketing Success.
3 Approaching the Market.
Introduction.
Defining the Market.
Types of Markets.
Approaching the Market.
Target Market Selection.
Product Differentiation.
Positioning.
4 Marketing Research: The Foundation for Planning.
Donor + Internet + Recognition + Confirmation = Trust.
Introduction.
The Nature and Importance of Marketing Research.
What Needs Researching in Marketing?
Procedures and Techniques in Marketing Research.
Conducting the Research.
Processing the Data.
The Value of Marketing Research.
Marketing Research for Next to Nothing.
Summary Case.
5 External Considerations in Marketing Introduction.
Introduction.
External Factors That Affect Planning.
6 Transitioning to Services Marketing.
Introduction.
Defining Services and Service Products.
Characteristics of Service Products.
Classifying Services.
Building Relationships.
The Importance of People.
Expectations.
Marketing Mix for Services.
Understanding Service Quality.
Special Challenges of Service.
7 Decision Making by Target Markets and Stakeholders.
Introduction.
Buyer Behavior as Problem Solving.
Decision Making by Nonprofit Stakeholders.
Decision Making in a Service Context.
8 Creating and Managing Products.
Introduction.
Defining the Product.
Product Planning and Strategy Formulation.
Strategies for Developing New Products.
Creating the Experience for Nonprofit Products.
Products Viewed as Servicescapes.
9 Communicating to Mass Markets.
Introduction.
The Role of IMC.
The Meaning of Marketing Communication.
The Objectives of Marketing Communication.
How We Communicate.
Designing an IMC Strategy.
Understanding Advertising.
Sales Promotion and Public Relations.
Personal Selling and the Marketing Communication Mix.
The IMC Mix.
Conclusions.
10 Pricing The Product.
Introduction.
Price Defined: Three Different Perspectives.
Pricing Objectives.
Developing a Pricing Strategy.
New Product Pricing.
Pricing Lines.
Price Flexibility.
Price Bundling.
Psychological Aspects of Pricing.
Alternative Approaches to Determining Price.
Pricing in Nonprofits.
11 The Channels of Distribution.
Introduction.
The Evolution of the Marketing Channel.
Functions of the Channel.
Channel Institutions: Capabilities and Limitations.
Channel Structure.
The Channel Management Process.
Expanding Through Distribution.
Channel Decisions for Nonprofits.
Conclusions.
12 Raising Funds and Acquiring Volunteers.
Introduction.
Sources of Revenue and Related Trends.
Understanding Why People Donate.
Are You Ready to Raise Money?
Steps in Fundraising.
The Case Statement.
Recruiting and Managing Volunteers.
Suggested Readings.
Index.
