Nonprofit Marketing: Tools and Techniques presents a series of 35 essential marketing tools and demonstrates their application in the nonprofit sector, referencing myriad diverse entities, including zoological parks, planetariums, theater companies, medical clinics, workforce development centers, food banks, and more.
Ideal for undergraduate and graduate courses in nonprofit marketing, promotion, fundraising, and related courses, the text covers a broad spectrum of topics, including product development and portfolio analysis, branding and identity management, target marketing, consumer behavior and product promotions, environmental analysis and competitive assessment, and marketing management, strategy, and planning. Each chapter focuses on a specific marketing tool and can be read as a stand-alone presentation of the topic.
Instructor Resources: Instructor's Manual, PowerPoints, TestBank
What people are saying - Write a review
We haven't found any reviews in the usual places.
activities advertising appropriate assess associated Brand Design Model brand extensions brand identity brand names Brand Portfolio Molecule Brand Report Card CEM Framework characteristics clinic competitive offerings competitors Constructed using design Day’s design methodologies diagram effort ensure establishments evaluation examining this chapter example experiential platforms formulate given product offerings growth Growth/Share Matrix identify identity management Igor Ansoff illustrated in Figure innovation insights involves Kotler Learning Objectives Loyalty Ladder market segments market share Market-Product Grid marketing mix marketing strategies marketing success Marketing Warfare Strategies marketplace nonprofit entities nonprofit executives nonprofit organizations nonprofit sector Objectives After examining OperatiOnaL Matters opportunities Organigraph particular Perceptual Map PEST Analysis plans possess potential product development Product Ladder Product Life Cycle product portfolios Product-Market Expansion Grid promotional method pursuits Sales Grid sales representatives Semantic Differential stage stretch extensions SWOT Analysis target audiences target markets tool Total Product Concept understanding wants and needs