Mission-Based Marketing 2e / Edition 2

Mission-Based Marketing 2e / Edition 2

by Peter C. Brinckerhoff
     
 

ISBN-10: 0471237183

ISBN-13: 9780471237181

Pub. Date: 12/03/2002

Publisher: Wiley

Competition is a reality for most not-for-profits. Those organizations that become market-driven and develop marketing skills will thrive–and do a better job of providing mission.

Peter Brinckerhoff has worked with not-for-profits that are strong mission-based marketing organizations. He has seen what works and the leadership skills needed for success in a

Overview

Competition is a reality for most not-for-profits. Those organizations that become market-driven and develop marketing skills will thrive–and do a better job of providing mission.

Peter Brinckerhoff has worked with not-for-profits that are strong mission-based marketing organizations. He has seen what works and the leadership skills needed for success in a world where marketing matters.

Peter has also worked with organizations that are struggling to make the transition to a competitive environment.

From his experiences comes this sharply focused, practical guide to becoming a market-driven organization that will achieve its mission in a competitive world. Peter gives not-for-profit leaders the wisdom, experience, the successful strategies, and the needed skills. He also reveals the mistakes he has seen.

In the Second Edition, Peter appraises the trends that have dramatically affected the not-for-profit sector in the past several years, and explains how your organization can shape this shifting landscape to its ultimate benefit. Among other industry changes, he addresses:

  • Greater acceptance of not-for-profit advertising, as well as the application of other traditional business skills
  • Reduced costs from new technology, such as the capability to print your own marketing materials
  • Increased costs from new technology, such as the time and money required to create an effective Web site
  • Constantly increasing competition for good staff, good volunteers, donated dollars and goods, and, most importantly, for grants, contracts, and people to serve

Peter outlines the characteristics of a successful market-driven not-for-profit. You will learn how to become a market-driven organization and how to motivate board and staff to make the needed changes.

Peter shows how to respond to your markets while holding on to your core values. He outlines the three core customer service rules and shows how to turn your customers into your best referral network.

When you have finished this book, you will have an excellent hands-on understanding of marketing, competition, and your role in making your organization a successful survivor in the newly emerging competitive world.

Product Details

ISBN-13:
9780471237181
Publisher:
Wiley
Publication date:
12/03/2002
Series:
Wiley Nonprofit Law, Finance and Management Series , #238
Edition description:
REV
Pages:
272
Product dimensions:
9.21(w) x 6.14(h) x 0.69(d)

Table of Contents

1. Introduction.

2. Marketing: The Competitive Edge.

3. Being Mission-Based and Market-Driven.

4. Being Flexible and Changing with the Market.

5. The Marketing Cycle for a Not-for-Profit.

6. Who Are Your Markets?

7. Who Are Your Competitors?

8. Asking Your Markets What They Want.

9. Better Marketing Materials.

10. Technology and Marketing.

11. Incredible Customer Service.

12. A Marketing Planning Process.

13. Resources for Marketing.

Final Words.

Appendix A: Survey Sample.

Appendix B: Focus Group Questions.

Index.

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