{"product_id":"nonprofit-marketing-best-practices-hardback-9780471791898","title":"Nonprofit Marketing Best Practices (Hardback) 9780471791898","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eNonprofit Marketing Best Practices\u003c\/font\u003e\u003cbr\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003c\/p\u003e\n\u003cp\u003e\u003cfont size=\"4\"\u003eJohn J. Burnett (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780471791898, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 17 April 2007\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e338 pages\u003cbr\u003e23.2 x 16.4 x 3 cm, 0.626 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\"\u003eFrom a leader in nonprofit marketing, a hands-on guide to the best practices in doing marketing for your organization.\u003cbr\u003e \u003cbr\u003e 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.\u003cbr\u003e \u003cbr\u003e Introducing services marketing as the foundation for nonprofit marketing planning, this essential handbook addresses vital issues including:\u003cbr\u003e * How to market intangibles\u003cbr\u003e * Defining services and service products\u003cbr\u003e * The unique characteristics of service products\u003cbr\u003e * The marketing-related needs and wants of nonprofits\u003cbr\u003e * Best practices marketing strategies and tactics\u003cbr\u003e * Marketing successes, marketing failures, and company demographics\u003cbr\u003e \u003cbr\u003e 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.\u003cbr\u003e \u003cbr\u003e 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.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eAcknowledgments.\u003c\/b\u003e  \u003cp\u003e\u003cb\u003eAbout the Author.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePreface.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Nonprofits: Yesterday, Today, and Tomorrow.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eThe Purposes of Nonprofit Organizations.\u003c\/p\u003e \u003cp\u003eClassifying Nonprofits.\u003c\/p\u003e \u003cp\u003eThe Size and Shape of Nonprofits.\u003c\/p\u003e \u003cp\u003eFactors and Trends Affecting Nonprofits.\u003c\/p\u003e \u003cp\u003eMarketing’s Benefits to Nonprofits.\u003c\/p\u003e \u003cp\u003eProblems in Applying Marketing.\u003c\/p\u003e \u003cp\u003eGuidelines for Marketing Success in Nonprofits.\u003c\/p\u003e \u003cp\u003eOrganization of this Book 18\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The Essence of Marketing: Terms and Processes Nonprofits Need to Know.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eMarketing: Definition and Justification.\u003c\/p\u003e \u003cp\u003eCharacteristics of a Marketing Organization.\u003c\/p\u003e \u003cp\u003eStrategic Components of Marketing.\u003c\/p\u003e \u003cp\u003eKeys to Marketing Success.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Approaching the Market.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eDefining the Market.\u003c\/p\u003e \u003cp\u003eTypes of Markets.\u003c\/p\u003e \u003cp\u003eApproaching the Market.\u003c\/p\u003e \u003cp\u003eTarget Market Selection.\u003c\/p\u003e \u003cp\u003eProduct Differentiation.\u003c\/p\u003e \u003cp\u003ePositioning.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Marketing Research: The Foundation for Planning.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDonor + Internet + Recognition + Confirmation = Trust.\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eThe Nature and Importance of Marketing Research.\u003c\/p\u003e \u003cp\u003eWhat Needs Researching in Marketing?\u003c\/p\u003e \u003cp\u003eProcedures and Techniques in Marketing Research.\u003c\/p\u003e \u003cp\u003eConducting the Research.\u003c\/p\u003e \u003cp\u003eProcessing the Data.\u003c\/p\u003e \u003cp\u003eThe Value of Marketing Research.\u003c\/p\u003e \u003cp\u003eMarketing Research for Next to Nothing.\u003c\/p\u003e \u003cp\u003eSummary Case.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 External Considerations in Marketing Introduction.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eExternal Factors That Affect Planning.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Transitioning to Services Marketing.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eDefining Services and Service Products.\u003c\/p\u003e \u003cp\u003eCharacteristics of Service Products.\u003c\/p\u003e \u003cp\u003eClassifying Services.\u003c\/p\u003e \u003cp\u003eBuilding Relationships.\u003c\/p\u003e \u003cp\u003eThe Importance of People.\u003c\/p\u003e \u003cp\u003eExpectations.\u003c\/p\u003e \u003cp\u003eMarketing Mix for Services.\u003c\/p\u003e \u003cp\u003eUnderstanding Service Quality.  \u003c\/p\u003e \u003cp\u003eSpecial Challenges of Service.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Decision Making by Target Markets and Stakeholders.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eBuyer Behavior as Problem Solving.\u003c\/p\u003e \u003cp\u003eDecision Making by Nonprofit Stakeholders.\u003c\/p\u003e \u003cp\u003eDecision Making in a Service Context.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Creating and Managing Products.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eDefining the Product.\u003c\/p\u003e \u003cp\u003eProduct Planning and Strategy Formulation.\u003c\/p\u003e \u003cp\u003eStrategies for Developing New Products.\u003c\/p\u003e \u003cp\u003eCreating the Experience for Nonprofit Products.\u003c\/p\u003e \u003cp\u003eProducts Viewed as Servicescapes.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Communicating to Mass Markets.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eThe Role of IMC.\u003c\/p\u003e \u003cp\u003eThe Meaning of Marketing Communication.\u003c\/p\u003e \u003cp\u003eThe Objectives of Marketing Communication.\u003c\/p\u003e \u003cp\u003eHow We Communicate.\u003c\/p\u003e \u003cp\u003eDesigning an IMC Strategy.\u003c\/p\u003e \u003cp\u003eUnderstanding Advertising.\u003c\/p\u003e \u003cp\u003eSales Promotion and Public Relations.\u003c\/p\u003e \u003cp\u003ePersonal Selling and the Marketing Communication Mix.\u003c\/p\u003e \u003cp\u003eThe IMC Mix.\u003c\/p\u003e \u003cp\u003eConclusions.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Pricing The Product.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003ePrice Defined: Three Different Perspectives.\u003c\/p\u003e \u003cp\u003ePricing Objectives.\u003c\/p\u003e \u003cp\u003eDeveloping a Pricing Strategy.\u003c\/p\u003e \u003cp\u003eNew Product Pricing.\u003c\/p\u003e \u003cp\u003ePricing Lines.\u003c\/p\u003e \u003cp\u003ePrice Flexibility.\u003c\/p\u003e \u003cp\u003ePrice Bundling.\u003c\/p\u003e \u003cp\u003ePsychological Aspects of Pricing.\u003c\/p\u003e \u003cp\u003eAlternative Approaches to Determining Price.\u003c\/p\u003e \u003cp\u003ePricing in Nonprofits.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 The Channels of Distribution.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eThe Evolution of the Marketing Channel.\u003c\/p\u003e \u003cp\u003eFunctions of the Channel.\u003c\/p\u003e \u003cp\u003eChannel Institutions: Capabilities and Limitations.\u003c\/p\u003e \u003cp\u003eChannel Structure.\u003c\/p\u003e \u003cp\u003eThe Channel Management Process.\u003c\/p\u003e \u003cp\u003eExpanding Through Distribution.\u003c\/p\u003e \u003cp\u003eChannel Decisions for Nonprofits.\u003c\/p\u003e \u003cp\u003eConclusions.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Raising Funds and Acquiring Volunteers.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eSources of Revenue and Related Trends.\u003c\/p\u003e \u003cp\u003eUnderstanding Why People Donate.\u003c\/p\u003e \u003cp\u003eAre You Ready to Raise Money?\u003c\/p\u003e \u003cp\u003eSteps in Fundraising.\u003c\/p\u003e \u003cp\u003eThe Case Statement.\u003c\/p\u003e \u003cp\u003eRecruiting and Managing Volunteers.\u003c\/p\u003e \u003cp\u003eSuggested Readings.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIndex.\u003c\/b\u003e\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":52298057580824,"sku":"9780471791898","price":24.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780471791898.jpg?v=1781733459","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/nonprofit-marketing-best-practices-hardback-9780471791898","provider":"Freshly Printed Books","version":"1.0","type":"link"}