{"product_id":"successful-marketing-strategies-for-nonprofit-organizations-winning-in-the-age-of-the-elusive-donor-hardback-9780470529812","title":"Successful Marketing Strategies for Nonprofit Organizations; Winning in the Age of the Elusive Donor (Hardback) 9780470529812","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eSuccessful Marketing Strategies for Nonprofit Organizations\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eWinning in the Age of the Elusive Donor\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eBarry J. McLeish (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470529812, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 17 December 2010\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e288 pages\u003cbr\u003e23.1 x 15.8 x 2.8 cm, 0.522 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\u003eFrom a leading expert on nonprofit marketing, the only marketing handbook a nonprofit manager will ever need-now fully revised and updated\u003c\/p\u003e \u003cp\u003eIn \u003ci\u003eSuccessful Marketing Strategies for Nonprofit Organizations, Second Edition\u003c\/i\u003e, nonprofit marketing guru Barry J. McLeish shares everything he's learned during more than two decades managing and consulting nonprofits of every shape and size. Skipping all the arcane theory and the business school jargon, he gives you clear, step-by-step advice and guidance and all the tools you need to develop and implement a sophisticated marketing program tailored to your organization's needs and goals.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eNew sections on the new media available to nonprofit marketers\u003c\/li\u003e \u003cli\u003eTechniques for analyzing your market and developing a comprehensive marketing plan\u003c\/li\u003e \u003cli\u003eMarketing strategies that will support fund-raising, promote new services, and enhance your organization's reputation and visibility\u003c\/li\u003e \u003cli\u003eMethods for developing a marketing program that reaches both the consumers of your service and the donors who support your organization\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eDo you need to breathe new life into your existing marketing department? \u003ci\u003eSuccessful Marketing Strategies for Nonprofit Organizations, Second Edition\u003c\/i\u003e gives you the tools, the know-how, and the confidence you need to succeed.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003ePreface xv\u003c\/p\u003e \u003cp\u003eAcknowledgments xxxi\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Introduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 \u003c\/b\u003e\u003cb\u003eA New Way of Doing Business for the Nonprofit Organization 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Need for a New Marketing Orientation 4\u003c\/p\u003e \u003cp\u003eDealing with Nonprofit Organizations in Flux 5\u003c\/p\u003e \u003cp\u003eMarketing to the External World 10\u003c\/p\u003e \u003cp\u003eMarketing Defined 10\u003c\/p\u003e \u003cp\u003eDevelop an Outline of Marketing Strategies 13\u003c\/p\u003e \u003cp\u003eThe Marketing Task 18\u003c\/p\u003e \u003cp\u003eMarketing Tools 22\u003c\/p\u003e \u003cp\u003eUse Distinctive Competencies to Assess the Competition 26\u003c\/p\u003e \u003cp\u003eSummary 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 \u003c\/b\u003e\u003cb\u003eThe Development of a Marketing Strategy 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy a Marketing Strategy? 31\u003c\/p\u003e \u003cp\u003eFirst Steps in Defining Strategy 33\u003c\/p\u003e \u003cp\u003eThe Operating Environment’s Effects on Marketing Strategy 38\u003c\/p\u003e \u003cp\u003eFirst Steps to a Competitive Strategy 47\u003c\/p\u003e \u003cp\u003eBreaking with Tradition to Remain Flexible 48\u003c\/p\u003e \u003cp\u003eSummary 49\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 \u003c\/b\u003e\u003cb\u003eThe Phased Strategic Marketing Plan 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eExternal-Analysis Phase 52\u003c\/p\u003e \u003cp\u003eInternal-Analysis Phase 56\u003c\/p\u003e \u003cp\u003eMarket-Development Phase 57\u003c\/p\u003e \u003cp\u003eStrategy-Selection Phase 59\u003c\/p\u003e \u003cp\u003ePresentation of the Plan 59\u003c\/p\u003e \u003cp\u003eSummary 60\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II The External Analysis 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 \u003c\/b\u003e\u003cb\u003eExternal Analysis: Client, Donor, Volunteer, and Competitor Research 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Importance of Continuous Listening and Analysis 65\u003c\/p\u003e \u003cp\u003eBuilding a Rationale and Addressing Objections to Stakeholder Listening and Research 66\u003c\/p\u003e \u003cp\u003eOther Research and Listening Concerns, Including Flexibility 71\u003c\/p\u003e \u003cp\u003eStart with Clients, Volunteers, Constituents, Customers, and Donors 72\u003c\/p\u003e \u003cp\u003eSegmentation as the Next Step 73\u003c\/p\u003e \u003cp\u003eEnduring and Dynamic Segmentation Variables 74\u003c\/p\u003e \u003cp\u003eDescribing Clients, Donors, Volunteers, Customers, and Constituents 81\u003c\/p\u003e \u003cp\u003eAdditional Segmentation Strategies Following an External Audit 83\u003c\/p\u003e \u003cp\u003eExternal Analysis of Competitors 84 Positioning to Understand ‘‘the Market’’ 87\u003c\/p\u003e \u003cp\u003eWays to Identify Competition 87\u003c\/p\u003e \u003cp\u003eHow Nonprofit Organizations Compete 88\u003c\/p\u003e \u003cp\u003eSummary 91\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 \u003c\/b\u003e\u003cb\u003eResearching Your Nonprofit Organization’s Environment 93\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Nature of a Nonprofit Organization’s Environment 94\u003c\/p\u003e \u003cp\u003eExternal Analysis, Competitors, and a Nonprofit’s Environment 95\u003c\/p\u003e \u003cp\u003eThe Actual and Potential Size of the Competitive Environment 96\u003c\/p\u003e \u003cp\u003eHow Is the Environment Structured? 98\u003c\/p\u003e \u003cp\u003eHow Nonprofit Organizations Enter an Industry 103\u003c\/p\u003e \u003cp\u003eHow Does the Nonprofit Organization Deliver Its Services? 106\u003c\/p\u003e \u003cp\u003eWhat Is the Potential for Growth? 109\u003c\/p\u003e \u003cp\u003eRelating Product Life Cycles to a Nonprofit’s Growth Potential 111\u003c\/p\u003e \u003cp\u003eDifferentiating a Nonprofit Based on External Analysis 113\u003c\/p\u003e \u003cp\u003eSummary 117\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 \u003c\/b\u003e\u003cb\u003eCompetition and Internal Marketing Analysis 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReasons for an Internal Examination 120\u003c\/p\u003e \u003cp\u003eMeasuring Past and Current Performance 122\u003c\/p\u003e \u003cp\u003eDealing with Strategic Problems and Uncertainty 132\u003c\/p\u003e \u003cp\u003eAssessing the Organization’s Strengths and Weaknesses 137\u003c\/p\u003e \u003cp\u003eLooking for and Managing Long-Term Relationships 141\u003c\/p\u003e \u003cp\u003eCost and Performance Analysis Helps Define Success 143\u003c\/p\u003e \u003cp\u003eThe Internal Audit Helps Define Organizational Strengths and Weaknesses 144\u003c\/p\u003e \u003cp\u003eSummary 145\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 \u003c\/b\u003e\u003cb\u003eValue Propositions and Marketing Objectives 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWould Anyone Miss You If You Went out of Business? 147\u003c\/p\u003e \u003cp\u003eWhy Should a Nonprofit Organization Worry about Objectives? 147\u003c\/p\u003e \u003cp\u003eDeveloping Organizational Objectives 148\u003c\/p\u003e \u003cp\u003eUsing Objectives to Excel in Marketing 153\u003c\/p\u003e \u003cp\u003eMarketing Performance Comes with Measuring Company Objectives 155\u003c\/p\u003e \u003cp\u003eStaying Competitive 165\u003c\/p\u003e \u003cp\u003eSummary 166\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 \u003c\/b\u003e\u003cb\u003eCreating Competitive Advantage 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStrategy Options 168\u003c\/p\u003e \u003cp\u003eThe Most Popular Strategic Orientations and Their Application to the Organization 172\u003c\/p\u003e \u003cp\u003eMatching the Market 176\u003c\/p\u003e \u003cp\u003eTactics for Achieving Competitive Advantage 177\u003c\/p\u003e \u003cp\u003eThe Sustainable Competitive Advantage 178\u003c\/p\u003e \u003cp\u003eWhat Constitutes a Sustainable Competitive Advantage 178\u003c\/p\u003e \u003cp\u003eAugmenting Success 181\u003c\/p\u003e \u003cp\u003eMarket Strategies 182\u003c\/p\u003e \u003cp\u003eSummary 185\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 \u003c\/b\u003e\u003cb\u003eWinning through Competitive Strategy Options 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Nature of Strategy and Its Uses 188\u003c\/p\u003e \u003cp\u003eEnvironmental Context and Strategic Options 191\u003c\/p\u003e \u003cp\u003eStrategy Frameworks 193\u003c\/p\u003e \u003cp\u003eStrategy Models 194\u003c\/p\u003e \u003cp\u003eThe Portfolio Framework 196\u003c\/p\u003e \u003cp\u003eThe Forces of Competition 198\u003c\/p\u003e \u003cp\u003ePorter’s Three Competitive Strategies 202\u003c\/p\u003e \u003cp\u003eThe Planning Process Framework 203\u003c\/p\u003e \u003cp\u003eSummary 205\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 \u003c\/b\u003e\u003cb\u003eCreating a Competitive Image and Brand 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand Formulation 208\u003c\/p\u003e \u003cp\u003eMerging Brand and Strategy 211\u003c\/p\u003e \u003cp\u003eUsing the Brand Strategically 216\u003c\/p\u003e \u003cp\u003eReaching the Branded Goals of the Campaign 219\u003c\/p\u003e \u003cp\u003eSummary 228\u003c\/p\u003e \u003cp\u003eEpilogue 229\u003c\/p\u003e \u003cp\u003eNotes 237\u003c\/p\u003e \u003cp\u003eReferences 243\u003c\/p\u003e \u003cp\u003eAbout the Author 245\u003c\/p\u003e \u003cp\u003eIndex 247\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":52276360708376,"sku":"9780470529812","price":27.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470529812.jpg?v=1781367108","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/successful-marketing-strategies-for-nonprofit-organizations-winning-in-the-age-of-the-elusive-donor-hardback-9780470529812","provider":"Freshly Printed Books","version":"1.0","type":"link"}