Table of Content

SECTION I Developing a Customer Orientation
Chapter 1: The Growth and Development of Nonprofit Marketing
SECTION II Strategic Planning and Organization
Chapter 2: Developing a Customer-Centered Mindset
Chapter 3: Strategic Marketing Planning
Chapter 4: Understanding Consumer Behavior
Chapter 5: Acquiring and Using Marketing Information
Chapter 6: Segmentation, Positioning, and Branding
CHAPTER 7: Branding
SECTION III Designing the Marketing Mix
Chapter 8: Managing the Organization's Offerings
Chapter 9: Developing and Launching New Offerings
Chapter 10: Managing Perceived Costs
Chapter 11: Facilitating Marketing Behaviors
Chapter 12: Formulating Communications Strategies
Chapter 13: Managing Communications: Advertising and Personal Persuasion
Chapter 14: Managing Public Media and Public Advocacy
SECTION IV Developing and Organizing Resources
Chapter 15: Generating Funds
Chapter 16: Attracting Human Resources: Staff, Volunteers, and Boards
Chapter 17: Working with the Private Sector
Section V Organizing and Controlling Marketing Strategies
Chapter 18: Organizing for Implementation
Chapter 19: Marketing Evaluation, Monitoring, and Control

his best-selling text focuses on the impact of nonprofit marketing in the social sector and the growing intersection between nonprofit management and the business world.
Salient Features

• Pressure To Adopt Business Models — Nonprofit and government agencies are being pressured to adopt business models and frameworks to guide their operations
• Growing Appreciation for Business Concepts — The social sector is increasingly populated at the top and middle-management levels by individuals with business backgrounds and appreciation for what business concepts and tools can do for their new environments
• The seventh edition emphasizes the challenges of nonprofit marketing and having to influence multiple audiences for long-term success.
• Nonprofits are recognizing that branding is critical at the organizational level and have even made efforts to determine the value of their organizational branding. This concept is critical for specific campaigns as in the truth campaign of the American Legacy Foundation and more non-profits are seeking ways to replicate their success. Chapter 7 focuses on the challenges of implementing a branding focus and how it is carried out.