Nonprofit Marketing Best Practices

Front Cover
John Wiley & Sons, Mar 23, 2007 - Business & Economics - 336 pages
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.
 

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Contents

Yesterday Today and Tomorrow
1
Terms and Processes
21
Approaching the Market
49
The Foundation for Planning
73
External Considerations in Marketing Introduction
95
Transitioning to Services Marketing
119
Decision Making by Target Markets and Stakeholders
143
Creating and Managing Products
169
Communicating to Mass Markets
203
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About the author (2007)

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.

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