Mission-Based Marketing
Positioning Your Not-for-Profit in an Increasingly Competitive World
2nd Edition
Published on 17. December 2002
Book
Hardback
272 pages
978-0-471-23718-1 (ISBN)
Description
This book is a direct, practical guide that outlines how an organization can use marketing to distinguish themselves with funders, those they serve, and the public. "Mission-Based Marketing" provides an understanding of such key concepts as why marketing is so crucial to non-profits, what a marketing cycle is and how an organization exists and future services and customers fit into it, and methods to help an organization treat everyone like a customer.
More details
Edition
2nd Revised edition
Language
English
Place of publication
New York
United States
Publishing group
John Wiley and Sons Ltd
Target group
Professional and scholarly
Edition type
Revised edition
Illustrations
Illustrations
Dimensions
Height: 235 mm
Width: 159 mm
Weight
570 gr
ISBN-13
978-0-471-23718-1 (9780471237181)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Peter C. Brinckerhoff
Mission-Based Marketing
Positioning Your Not-for-Profit in an Increasingly Competitive World
Book
10/2010
3rd Edition
Wiley
€50.50
Shipment within 10-20 days
Person
PETERC.BRINCKERHOFF is President of Corporate Alternatives, Inc. (CAi), one of the most innovative consulting and training firms in North America. Since 1982, Peter has consulted with thousands of not-for-profit staff and board members, and has been a featured speaker at meetings throughout the United States. Peter is the author of two award-winning books, Mission-Based Management and Financial Empowerment, both from Wiley. Peter's books are used as the core texts in over seventy graduate and undergraduate university programs in nonprofit management. Peter's articles have been published in Advancing Philanthropy, NonProfit World, Strategic Governance, the Journal of Nonprofit and Voluntary Sector Marketing, Communications, and the Grantsmanship Center News. Peter received his bachelor's degree from the University of Pennsylvania and his master's degree in public health administration from Tulane. He is a former VISTA Volunteer and has served as a staff member, executive director, board member, and volunteer for numerous local, state, and national not-for-profits. Peter lives in Springfield, Illinois, with his wife Chris and their three children, Ben, Adam, and Caitlin.
Content
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.