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Full 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.
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.