{"product_id":"mission-based-marketing-positioning-your-not-for-profit-in-an-increasingly-competitive-world-hardback-9780470602188","title":"Mission-Based Marketing; Positioning Your Not-for-Profit in an Increasingly Competitive World (Hardback) 9780470602188","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eMission-Based Marketing\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003ePositioning Your Not-for-Profit in an Increasingly Competitive World\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003ePeter C. Brinckerhoff (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470602188, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 22 October 2010\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e256 pages, Drawings: 7 B\u0026amp;W, 0 Color; Tables: 9 B\u0026amp;W, 0 Color\u003cbr\u003e23.1 x 15.5 x 2.3 cm, 0.442 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eA direct, practical guide revealing how you can lead your not-for-profit to success through mission-based marketing\u003c\/p\u003e \u003cp\u003eNow in a Third Edition, \u003ci\u003eMission-Based Marketing\u003c\/i\u003e 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIncludes 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\u003c\/li\u003e \u003cli\u003eGoes beyond the hows and whys to include lots of hands-on advice and real-world examples\u003c\/li\u003e \u003cli\u003eOther titles by Brinckerhoff: \u003ci\u003eMission-Based Management: Leading Your Not-for-Profit In the 21st Century\u003c\/i\u003e, \u003ci\u003eFaith-Based Management: Leading Organizations That Are Based on More than Just Mission\u003c\/i\u003e, and \u003ci\u003eSocial Entrepreneurship: The Art of Mission-Based Venture Development\u003c\/i\u003e\n\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFilled 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.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eAcknowledgments xi\u003c\/p\u003e \u003cp\u003eAbout the Author xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 \u003c\/b\u003e\u003cb\u003eIntroduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 1\u003c\/p\u003e \u003cp\u003eA Competitive and Always-Online World 3\u003c\/p\u003e \u003cp\u003eWho This Book is Written For 7\u003c\/p\u003e \u003cp\u003eThe Benefits of Reading This Book 8\u003c\/p\u003e \u003cp\u003ePreview of the Book 9\u003c\/p\u003e \u003cp\u003eRecap 13\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 \u003c\/b\u003e\u003cb\u003eMarketing: A Key to Better Mission 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 15\u003c\/p\u003e \u003cp\u003eThe Characteristics of a Mission-Based, Market-Driven Organization 16\u003c\/p\u003e \u003cp\u003eMeeting Customer Wants 18\u003c\/p\u003e \u003cp\u003eTreating Everyone Like a Customer 22\u003c\/p\u003e \u003cp\u003eWhat about Your Competition? 23\u003c\/p\u003e \u003cp\u003eA Team Effort 27\u003c\/p\u003e \u003cp\u003eRecap 31\u003c\/p\u003e \u003cp\u003eDiscussion Questions 32\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 \u003c\/b\u003e\u003cb\u003eBeing Mission Based and Market Driven 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 33\u003c\/p\u003e \u003cp\u003eWhich is Right, the Markets or the Mission? 34\u003c\/p\u003e \u003cp\u003eMoving with the Markets and Maintaining Your Mission 37\u003c\/p\u003e \u003cp\u003eThe Never-Ending Marketing Cycle 41\u003c\/p\u003e \u003cp\u003eThe Results of Becoming Market Driven 42\u003c\/p\u003e \u003cp\u003eMotivating Board and Staff 44\u003c\/p\u003e \u003cp\u003eHolding On to Your Core Values 49\u003c\/p\u003e \u003cp\u003eRecap 53\u003c\/p\u003e \u003cp\u003eDiscussion Questions 54\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 \u003c\/b\u003e\u003cb\u003eBeing Flexible and Innovating with the Market 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 57\u003c\/p\u003e \u003cp\u003eThe Need for Flexibility 58\u003c\/p\u003e \u003cp\u003eRetaining the Capacity for Flexibility 62\u003c\/p\u003e \u003cp\u003eBeing a Change Leader 68\u003c\/p\u003e \u003cp\u003eThe Pace of Change in a Competitive Environment 70\u003c\/p\u003e \u003cp\u003eRecap 74\u003c\/p\u003e \u003cp\u003eDiscussion Questions 75\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 \u003c\/b\u003e\u003cb\u003eThe Marketing Cycle for a Nonprofit 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 77\u003c\/p\u003e \u003cp\u003eThe Marketing Cycle That Works 78\u003c\/p\u003e \u003cp\u003eThe Marketing Disability of Most Nonprofits 92\u003c\/p\u003e \u003cp\u003eThe Marketing Cycle and Your Competitors 94\u003c\/p\u003e \u003cp\u003eRecap 97\u003c\/p\u003e \u003cp\u003eDiscussion Questions 98\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 \u003c\/b\u003e\u003cb\u003eWho are Your Markets? 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 99\u003c\/p\u003e \u003cp\u003eMarket Identification and Quantification 100\u003c\/p\u003e \u003cp\u003eMarket Segmenting 108\u003c\/p\u003e \u003cp\u003eFocusing on Target Markets 111\u003c\/p\u003e \u003cp\u003eTreating All Your Markets Like Customers 112\u003c\/p\u003e \u003cp\u003eRecap 116\u003c\/p\u003e \u003cp\u003eDiscussion Questions 116\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 \u003c\/b\u003e\u003cb\u003eWho are Your Competitors? 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 119\u003c\/p\u003e \u003cp\u003eIdentifying Your Competition 120\u003c\/p\u003e \u003cp\u003eStudying the Competition 129\u003c\/p\u003e \u003cp\u003eFocusing on Your Core Competencies 137\u003c\/p\u003e \u003cp\u003eRecap 139\u003c\/p\u003e \u003cp\u003eDiscussion Questions 139\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 \u003c\/b\u003e\u003cb\u003eAsking Your Markets What They Want 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 141\u003c\/p\u003e \u003cp\u003eSurveys 142\u003c\/p\u003e \u003cp\u003eFocus Groups 150\u003c\/p\u003e \u003cp\u003eInformal Asking 153\u003c\/p\u003e \u003cp\u003eAsking (and Listening) Online 155\u003c\/p\u003e \u003cp\u003eAsking Mistakes 157\u003c\/p\u003e \u003cp\u003eAfter Asking 159\u003c\/p\u003e \u003cp\u003eRecap 160\u003c\/p\u003e \u003cp\u003eDiscussion Questions 162\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 \u003c\/b\u003e\u003cb\u003eBetter Marketing Materials 163\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 163\u003c\/p\u003e \u003cp\u003eThe Problems with Most Nonprofits’ Marketing Materials 164\u003c\/p\u003e \u003cp\u003eSolving Customers’ Problems 169\u003c\/p\u003e \u003cp\u003eThings to Include in Your Marketing Materials 171\u003c\/p\u003e \u003cp\u003eThings to Avoid in Your Marketing Materials 174\u003c\/p\u003e \u003cp\u003eDeveloping Different Materials for Different Markets 176\u003c\/p\u003e \u003cp\u003eRecap 177\u003c\/p\u003e \u003cp\u003eDiscussion Questions 179\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 \u003c\/b\u003e\u003cb\u003eTechnology and Marketing 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 181\u003c\/p\u003e \u003cp\u003eTech is an Accelerator of Good Marketing 182\u003c\/p\u003e \u003cp\u003e(Your Web Site is) Your First Chance to Make a Good Impression 184\u003c\/p\u003e \u003cp\u003eAsking and Listening 188\u003c\/p\u003e \u003cp\u003eBeware the Digital Divide 191\u003c\/p\u003e \u003cp\u003eSocial Networking\/Social Media 193\u003c\/p\u003e \u003cp\u003eWhat’s Next? 194\u003c\/p\u003e \u003cp\u003eRecap 194\u003c\/p\u003e \u003cp\u003eDiscussion Questions 195\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 \u003c\/b\u003e\u003cb\u003eIncredible Customer Service 197\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 197\u003c\/p\u003e \u003cp\u003eThree Customer Service Rules 199\u003c\/p\u003e \u003cp\u003eThe Customer is Not Always Right, but the Customer is Always the Customer, so Fix the Problem 200\u003c\/p\u003e \u003cp\u003eCustomers Never Have Problems; They Always Have Crises, so Fix the Problem \u003ci\u003eNow \u003c\/i\u003e200\u003c\/p\u003e \u003cp\u003eNever Settle for Good Customer Service—Seek Total Customer \u003ci\u003eSatisfaction \u003c\/i\u003e205\u003c\/p\u003e \u003cp\u003eThe Unhappy Customer 209\u003c\/p\u003e \u003cp\u003eRegular Customer Contact 211\u003c\/p\u003e \u003cp\u003eTurning Customers into Referral Sources 213\u003c\/p\u003e \u003cp\u003eRecap 215\u003c\/p\u003e \u003cp\u003eDiscussion Questions 215\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 \u003c\/b\u003e\u003cb\u003eA Marketing Planning Process 217\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview 217\u003c\/p\u003e \u003cp\u003eDeveloping Your Marketing Team 218\u003c\/p\u003e \u003cp\u003eAn Asking Schedule 221\u003c\/p\u003e \u003cp\u003eTargeting Your Marketing Effort 224\u003c\/p\u003e \u003cp\u003eA Marketing Plan Outline 226\u003c\/p\u003e \u003cp\u003eMarketing Planning Software 232\u003c\/p\u003e \u003cp\u003eRecap 232\u003c\/p\u003e \u003cp\u003eDiscussion Questions 233\u003c\/p\u003e \u003cp\u003eFinal Words 235\u003c\/p\u003e \u003cp\u003eIndex 237\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52276368671000,"sku":"9780470602188","price":37.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470602188.jpg?v=1781367785","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/mission-based-marketing-positioning-your-not-for-profit-in-an-increasingly-competitive-world-hardback-9780470602188","provider":"Freshly Printed Books","version":"1.0","type":"link"}