Marketing for nonprofit organizations: insights and innovations
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
New York
Oxford University Press
2021
|
| Ausgabe: | Second edition |
| Schlagwörter: | |
| Links: | https://doi.org/10.1093/oso/9780190090807.001.0001 https://doi.org/10.1093/oso/9780190090807.001.0001 https://doi.org/10.1093/oso/9780190090807.001.0001 https://ebookcentral.proquest.com/lib/hwr/detail.action?docID=6437621 https://doi.org/10.1093/oso/9780190090807.001.0001 https://doi.org/10.1093/oso/9780190090807.001.0001 |
| Abstract: | The second edition of Marketing for Nonprofit Organizations provides an in-depth overview of marketing methods for anyone working in or looking to start a nonprofit or social impact organizations. The book includes key topics within marketing for small- and medium-sized organization, including brand strategy, social media, market research, target audience selection, promotional tactics, and market valuation |
| Beschreibung: | Revised edition of the author's Marketing for nonprofit organizations, [2014] |
| Umfang: | 1 Online-Ressource (vii, 225 Seiten) Illustrationen, Diagramme |
| ISBN: | 9780190090838 9780190090821 |
| DOI: | 10.1093/oso/9780190090807.001.0001 |
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| 505 | 8 | |a Cover -- Marketing for Nonprofit Organizations -- Copyright -- Contents -- List of Figures -- List of Tables -- 1. Nonprofit Marketing -- Marketing Everywhere -- What Is Marketing? -- Nonprofit Marketing -- Nonprofit Organizations' Perceptions of Marketing -- A New Era of Need -- Your Roadmap to the Rest of the Book -- Impact Terms -- Review Questions -- 2. The Heart of the Organization: The Nonprofit Brand -- What Is a Brand? -- Importance of Branding for Nonprofits -- Marketing Strong Nonprofit Brands -- The Brand Audit -- What Are You Looking For? -- The Power of Stories -- Impact Terms -- Review Questions -- 3. Strategic Marketing Planning for Nonprofit Organizations -- The Case for Strategic Planning -- The Strategic Planning Process -- Building Alignment -- Securing Partnerships for Strategic Planning -- Impact Terms -- Review Questions -- 4. Understanding and Engaging with Your Stakeholders -- Target Audiences -- Segmentation -- Factors for Segmentation -- The Targeting Process -- Creating Personas -- Positioning Strategies -- How Volunteers Make Decisions -- Impact Terms -- Review Questions -- 5. Gaining Insight: Marketing Research for Competitive Advantage -- What Is Marketing Research? -- The Marketing Research Process -- The Importance of Being a Learning Organization -- Using Social Media to Develop a Listening System -- Impact Terms -- Review Questions -- 6. Products, Services, and Delivery: The Importance of Innovation -- Products and Services: Discovering the Value Proposition -- The Product Life Cycle -- Where Do Ideas Come From? Developing New Idea Sources -- Criteria for Evaluating New Ventures -- Evaluating Existing Programs and Services -- Partnerships and Alliances -- The Importance of Innovation for Nonprofit Organizations -- Impact Terms -- Review Questions -- 7. Marketing Communication for Nonprofit Organizations | |
| 505 | 8 | |a Promotion and the Changing Nature of Communication -- Ways to Organize Media: Paid Media, Earned Media, and Owned Media -- How to Plan: Issues That Affect Promotion Choice -- Developing the Message Strategy -- Impact Terms -- Review Questions -- 8. Marketing Communication Measurement and Evaluation -- Relationships Matter -- The Importance of a Good Evaluation System -- Measuring Paid Media -- Measuring Earned Media -- Measuring Owned Media -- Marketing Issues to Measure -- Crisis Communications -- Impact Terms -- Review Questions -- Appendices -- Appendix A: Marketing Plan Outline -- Appendix B: Marketing Communications Plan Outline -- About the Author -- Index | |
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| author | Grau, Stacy Landreth |
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| contents | Cover -- Marketing for Nonprofit Organizations -- Copyright -- Contents -- List of Figures -- List of Tables -- 1. Nonprofit Marketing -- Marketing Everywhere -- What Is Marketing? -- Nonprofit Marketing -- Nonprofit Organizations' Perceptions of Marketing -- A New Era of Need -- Your Roadmap to the Rest of the Book -- Impact Terms -- Review Questions -- 2. The Heart of the Organization: The Nonprofit Brand -- What Is a Brand? -- Importance of Branding for Nonprofits -- Marketing Strong Nonprofit Brands -- The Brand Audit -- What Are You Looking For? -- The Power of Stories -- Impact Terms -- Review Questions -- 3. Strategic Marketing Planning for Nonprofit Organizations -- The Case for Strategic Planning -- The Strategic Planning Process -- Building Alignment -- Securing Partnerships for Strategic Planning -- Impact Terms -- Review Questions -- 4. Understanding and Engaging with Your Stakeholders -- Target Audiences -- Segmentation -- Factors for Segmentation -- The Targeting Process -- Creating Personas -- Positioning Strategies -- How Volunteers Make Decisions -- Impact Terms -- Review Questions -- 5. Gaining Insight: Marketing Research for Competitive Advantage -- What Is Marketing Research? -- The Marketing Research Process -- The Importance of Being a Learning Organization -- Using Social Media to Develop a Listening System -- Impact Terms -- Review Questions -- 6. Products, Services, and Delivery: The Importance of Innovation -- Products and Services: Discovering the Value Proposition -- The Product Life Cycle -- Where Do Ideas Come From? Developing New Idea Sources -- Criteria for Evaluating New Ventures -- Evaluating Existing Programs and Services -- Partnerships and Alliances -- The Importance of Innovation for Nonprofit Organizations -- Impact Terms -- Review Questions -- 7. Marketing Communication for Nonprofit Organizations Promotion and the Changing Nature of Communication -- Ways to Organize Media: Paid Media, Earned Media, and Owned Media -- How to Plan: Issues That Affect Promotion Choice -- Developing the Message Strategy -- Impact Terms -- Review Questions -- 8. Marketing Communication Measurement and Evaluation -- Relationships Matter -- The Importance of a Good Evaluation System -- Measuring Paid Media -- Measuring Earned Media -- Measuring Owned Media -- Marketing Issues to Measure -- Crisis Communications -- Impact Terms -- Review Questions -- Appendices -- Appendix A: Marketing Plan Outline -- Appendix B: Marketing Communications Plan Outline -- About the Author -- Index |
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| discipline | Wirtschaftswissenschaften |
| doi_str_mv | 10.1093/oso/9780190090807.001.0001 |
| edition | Second edition |
| format | Electronic eBook |
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| spelling | Grau, Stacy Landreth Verfasser (DE-588)135674255 aut Marketing for nonprofit organizations insights and innovations Stacy Landreth Grau Second edition New York Oxford University Press 2021 ©2021 1 Online-Ressource (vii, 225 Seiten) Illustrationen, Diagramme txt rdacontent c rdamedia cr rdacarrier Revised edition of the author's Marketing for nonprofit organizations, [2014] Cover -- Marketing for Nonprofit Organizations -- Copyright -- Contents -- List of Figures -- List of Tables -- 1. Nonprofit Marketing -- Marketing Everywhere -- What Is Marketing? -- Nonprofit Marketing -- Nonprofit Organizations' Perceptions of Marketing -- A New Era of Need -- Your Roadmap to the Rest of the Book -- Impact Terms -- Review Questions -- 2. The Heart of the Organization: The Nonprofit Brand -- What Is a Brand? -- Importance of Branding for Nonprofits -- Marketing Strong Nonprofit Brands -- The Brand Audit -- What Are You Looking For? -- The Power of Stories -- Impact Terms -- Review Questions -- 3. Strategic Marketing Planning for Nonprofit Organizations -- The Case for Strategic Planning -- The Strategic Planning Process -- Building Alignment -- Securing Partnerships for Strategic Planning -- Impact Terms -- Review Questions -- 4. Understanding and Engaging with Your Stakeholders -- Target Audiences -- Segmentation -- Factors for Segmentation -- The Targeting Process -- Creating Personas -- Positioning Strategies -- How Volunteers Make Decisions -- Impact Terms -- Review Questions -- 5. Gaining Insight: Marketing Research for Competitive Advantage -- What Is Marketing Research? -- The Marketing Research Process -- The Importance of Being a Learning Organization -- Using Social Media to Develop a Listening System -- Impact Terms -- Review Questions -- 6. Products, Services, and Delivery: The Importance of Innovation -- Products and Services: Discovering the Value Proposition -- The Product Life Cycle -- Where Do Ideas Come From? Developing New Idea Sources -- Criteria for Evaluating New Ventures -- Evaluating Existing Programs and Services -- Partnerships and Alliances -- The Importance of Innovation for Nonprofit Organizations -- Impact Terms -- Review Questions -- 7. Marketing Communication for Nonprofit Organizations Promotion and the Changing Nature of Communication -- Ways to Organize Media: Paid Media, Earned Media, and Owned Media -- How to Plan: Issues That Affect Promotion Choice -- Developing the Message Strategy -- Impact Terms -- Review Questions -- 8. Marketing Communication Measurement and Evaluation -- Relationships Matter -- The Importance of a Good Evaluation System -- Measuring Paid Media -- Measuring Earned Media -- Measuring Owned Media -- Marketing Issues to Measure -- Crisis Communications -- Impact Terms -- Review Questions -- Appendices -- Appendix A: Marketing Plan Outline -- Appendix B: Marketing Communications Plan Outline -- About the Author -- Index The second edition of Marketing for Nonprofit Organizations provides an in-depth overview of marketing methods for anyone working in or looking to start a nonprofit or social impact organizations. The book includes key topics within marketing for small- and medium-sized organization, including brand strategy, social media, market research, target audience selection, promotional tactics, and market valuation Nonprofit organizations-Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Nonprofit-Organisation (DE-588)4293729-2 gnd rswk-swf Electronic books Nonprofit-Organisation (DE-588)4293729-2 s Marketing (DE-588)4037589-4 s DE-604 Erscheint auch als Druck-Ausgabe 978-0-19-009080-7 Landreth Grau, Stacy Marketing for Nonprofit Organizations Oxford : Oxford University Press, Incorporated,c2021 https://doi.org/10.1093/oso/9780190090807.001.0001 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Grau, Stacy Landreth Marketing for nonprofit organizations insights and innovations Cover -- Marketing for Nonprofit Organizations -- Copyright -- Contents -- List of Figures -- List of Tables -- 1. Nonprofit Marketing -- Marketing Everywhere -- What Is Marketing? -- Nonprofit Marketing -- Nonprofit Organizations' Perceptions of Marketing -- A New Era of Need -- Your Roadmap to the Rest of the Book -- Impact Terms -- Review Questions -- 2. The Heart of the Organization: The Nonprofit Brand -- What Is a Brand? -- Importance of Branding for Nonprofits -- Marketing Strong Nonprofit Brands -- The Brand Audit -- What Are You Looking For? -- The Power of Stories -- Impact Terms -- Review Questions -- 3. Strategic Marketing Planning for Nonprofit Organizations -- The Case for Strategic Planning -- The Strategic Planning Process -- Building Alignment -- Securing Partnerships for Strategic Planning -- Impact Terms -- Review Questions -- 4. Understanding and Engaging with Your Stakeholders -- Target Audiences -- Segmentation -- Factors for Segmentation -- The Targeting Process -- Creating Personas -- Positioning Strategies -- How Volunteers Make Decisions -- Impact Terms -- Review Questions -- 5. Gaining Insight: Marketing Research for Competitive Advantage -- What Is Marketing Research? -- The Marketing Research Process -- The Importance of Being a Learning Organization -- Using Social Media to Develop a Listening System -- Impact Terms -- Review Questions -- 6. Products, Services, and Delivery: The Importance of Innovation -- Products and Services: Discovering the Value Proposition -- The Product Life Cycle -- Where Do Ideas Come From? Developing New Idea Sources -- Criteria for Evaluating New Ventures -- Evaluating Existing Programs and Services -- Partnerships and Alliances -- The Importance of Innovation for Nonprofit Organizations -- Impact Terms -- Review Questions -- 7. Marketing Communication for Nonprofit Organizations Promotion and the Changing Nature of Communication -- Ways to Organize Media: Paid Media, Earned Media, and Owned Media -- How to Plan: Issues That Affect Promotion Choice -- Developing the Message Strategy -- Impact Terms -- Review Questions -- 8. Marketing Communication Measurement and Evaluation -- Relationships Matter -- The Importance of a Good Evaluation System -- Measuring Paid Media -- Measuring Earned Media -- Measuring Owned Media -- Marketing Issues to Measure -- Crisis Communications -- Impact Terms -- Review Questions -- Appendices -- Appendix A: Marketing Plan Outline -- Appendix B: Marketing Communications Plan Outline -- About the Author -- Index Nonprofit organizations-Marketing Marketing (DE-588)4037589-4 gnd Nonprofit-Organisation (DE-588)4293729-2 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4293729-2 |
| title | Marketing for nonprofit organizations insights and innovations |
| title_auth | Marketing for nonprofit organizations insights and innovations |
| title_exact_search | Marketing for nonprofit organizations insights and innovations |
| title_full | Marketing for nonprofit organizations insights and innovations Stacy Landreth Grau |
| title_fullStr | Marketing for nonprofit organizations insights and innovations Stacy Landreth Grau |
| title_full_unstemmed | Marketing for nonprofit organizations insights and innovations Stacy Landreth Grau |
| title_short | Marketing for nonprofit organizations |
| title_sort | marketing for nonprofit organizations insights and innovations |
| title_sub | insights and innovations |
| topic | Nonprofit organizations-Marketing Marketing (DE-588)4037589-4 gnd Nonprofit-Organisation (DE-588)4293729-2 gnd |
| topic_facet | Nonprofit organizations-Marketing Marketing Nonprofit-Organisation |
| url | https://doi.org/10.1093/oso/9780190090807.001.0001 |
| work_keys_str_mv | AT graustacylandreth marketingfornonprofitorganizationsinsightsandinnovations |