非赢利营销最佳实践 Nonprofit Marketing Best Practices 下载 pdf 电子版 epub 免费 txt 2025

　　From a leader in nonprofit marketing, a hands-on guide to the best practices in doing marketing for your organization.

In today's challenging economic climate, every nonprofit organization needs an organization-wide commitment to a comprehensive marketing strategy that increases awareness and support. Nonprofit Marketing Best Practices teaches proven marketing techniques that can help your nonprofit stand out among the growing number of organization competing for funding, programs, and volunteers.

Introducing services marketing as the foundation for nonprofit marketing planning, this essential handbook addresses vital issues including:

* How to market intangibles

* Defining services and service products

* The unique characteristics of service products

* The marketing-related needs and wants of nonprofits

* Best practices marketing strategies and tactics

* Marketing successes, marketing failures, and company demographics

Nonprofit leader John Burnett shares everything he's learned during more than three decades managing and consulting nonprofits of every shape and size. Steering clear of business school jargon, Nonprofit Marketing Best Practices provides the advice and tools you need to understand the challenging environment of nonprofit marketing and the most effective ways to achieve maximum marketing success for your organization.

Filled with winning marketing concepts, Nonprofit Marketing Best Practices follows an accessible format that actually instructs readers on how to put strategies into effect for their organization. Written for every nonprofit organization, large or small, this must-have book equips you with the best practices in nonprofit marketing-what to do, what not to do, and how to do it better.

Acknowledgments.

About the Author.

Preface.

1 Nonprofits: Yesterday, Today, and Tomorrow.

　Introduction.

　The Purposes of Nonprofit Organizations.

　Classifying Nonprofits.

　The Size and Shape of Nonprofits.

　Factors and Trends Affecting Nonprofits.

　Marketing’s Benefits to Nonprofits.

　Problems in Applying Marketing.

　Guidelines for Marketing Success in Nonprofits.

　Organization of this Book 18

2 The Essence of Marketing: Terms and Processes Nonprofits Need to Know.

　Introduction.

　Marketing: Definition and Justification.

　Characteristics of a Marketing Organization.

　Strategic Components of Marketing.

　Keys to Marketing Success.

3 Approaching the Market.

　Introduction.

　Defining the Market.

　Types of Markets.

　Approaching the Market.

　Target Market Selection.

　Product Differentiation.

　Positioning.

4 Marketing Research: The Foundation for Planning.

　Donor + Internet + Recognition + Confirmation = Trust.

　Introduction.

　The Nature and Importance of Marketing Research.

　What Needs Researching in Marketing?

　Procedures and Techniques in Marketing Research.

　Conducting the Research.

　Processing the Data.

　The Value of Marketing Research.

　Marketing Research for Next to Nothing.

　Summary Case.

5 External Considerations in Marketing Introduction.

　Introduction.

　External Factors That Affect Planning.

6 Transitioning to Services Marketing.

　Introduction.

　Defining Services and Service Products.

　Characteristics of Service Products.

　Classifying Services.

　Building Relationships.

　The Importance of People.

　Expectations.

　Marketing Mix for Services.

　Understanding Service Quality.

　Special Challenges of Service.

7 Decision Making by Target Markets and Stakeholders.

　Introduction.

　Buyer Behavior as Problem Solving.

　Decision Making by Nonprofit Stakeholders.

　Decision Making in a Service Context.

8 Creating and Managing Products.

　Introduction.

　Defining the Product.

　Product Planning and Strategy Formulation.

　Strategies for Developing New Products.

　Creating the Experience for Nonprofit Products.

　Products Viewed as Servicescapes.

9 Communicating to Mass Markets.

　Introduction.

　The Role of IMC.

　The Meaning of Marketing Communication.

　The Objectives of Marketing Communication.

　How We Communicate.

　Designing an IMC Strategy.

　Understanding Advertising.

　Sales Promotion and Public Relations.

　Personal Selling and the Marketing Communication Mix.

　The IMC Mix.

　Conclusions.

10 Pricing The Product.

　Introduction.

　Price Defined: Three Different Perspectives.

　Pricing Objectives.

　Developing a Pricing Strategy.

　New Product Pricing.

　Pricing Lines.

　Price Flexibility.

　Price Bundling.

　Psychological Aspects of Pricing.

　Alternative Approaches to Determining Price.

　Pricing in Nonprofits.

11 The Channels of Distribution.

　Introduction.

　The Evolution of the Marketing Channel.

　Functions of the Channel.

　Channel Institutions: Capabilities and Limitations.

　Channel Structure.

　The Channel Management Process.

　Expanding Through Distribution.

　Channel Decisions for Nonprofits.

　Conclusions.

12 Raising Funds and Acquiring Volunteers.

　Introduction.

　Sources of Revenue and Related Trends.

　Understanding Why People Donate.

　Are You Ready to Raise Money?

　Steps in Fundraising.

　The Case Statement.

　Recruiting and Managing Volunteers.

　Suggested Readings.

Index. 　

暂无相关内容，正在全力查找中

暂无出版社相关信息，正在全力查找中！

暂无相关书籍摘录，正在全力查找中！

在线阅读地址：非赢利营销最佳实践 Nonprofit Marketing Best Practices在线阅读

在线听书地址：非赢利营销最佳实践 Nonprofit Marketing Best Practices在线收听

在线购买地址：非赢利营销最佳实践 Nonprofit Marketing Best Practices在线购买

暂无原文赏析，正在全力查找中！

编辑推荐

作者简介：

John J. Burnett (Denver, CO) is a Professor of Marketing and Director of the DU Marketing Roundtable at the Daniels College of Business at the University of Denver. During his 37-year career as a university professor, and tenure at six universities, he has worked with such nonprofit organizations as The Boys Club of America, The American Red Cross, Lubbock General Hospital, the National Parks Service, the Denver Zoo, and Easter Seals. Burnett has authored/co-authored 16 books, including the number one textbook in advertising. He is one of a handful of authors who have conducted primary research on the disabled consumer. The impetus for this book is the one-half-day workshop he developed 15 years ago and has presented numerous times to nonprofit marketers, entitled Marketing for Nonprofits: A Strategic Approach.

• 作者：danyboy 发布时间：2020-10-25 11:56:26

  太符合我的口味了，全是负能量，极度丧。作者就是前年那本《消失的塞布丽娜》的作者，本书实际上更早，两部书的内核一贯，而这本不是一个故事，而是一群轨迹相互重叠的人的六个短篇，结构有点像小说《时间里的痴人》。六个故事都是日常生活的微小事件，而正是因其在世俗看来的微小，或是八卦谈资，所以才会让每个当事人死了的心都有。

• 作者：Tough 发布时间：2023-02-10 12:52:33

  补中学英语…译得倒是没毛病，但是文本挑选有问题，无论中文还是英文都已经是过时的风格了…

• 作者：meiya 发布时间：2013-05-10 21:53:56

  三星半，生动的案例实在太少了，很多地方同样的话一直重复，导致些许乏味。很多时候你与其他人的关系，如恋人、伴侣、子女以及其他的人际关系，其实是在复制小的时候我们与父母的关系模式。你做的很多事情，其实是满足你内在小孩的需要，或者受到内在小孩的控制，当你拥抱了自己的内在小孩时，你就获得了辽愈。

• 作者：宇文飞升 发布时间：2023-12-07 22:37:03

  乾隆爷是真喜欢修园子啊

• 作者：丑人多作怪 发布时间：2016-05-20 14:05:58

  FPA性格色彩到底何用？第一，让你指导你自己是谁。你可知道你为何快乐和痛苦，你的致命死穴在哪儿，此宝名曰“洞见”。第二，让你知道他是谁。你能读懂其他人在想什么及每件事背后的动机，搞明白为何总有人让你痛恨和不爽，此宝称作“洞察”。第三，让你可做更好的快乐的自己。你有法痛改自己的缺点，吸取别人的精华，达致人生平衡，此宝誉为“修炼”。第四，让你可以搞定一切你想搞定的人。文雅点的说法就是，与谁都能友好相处还可达成你的目标，此宝乃是“影响”。

• 作者：松雨轩 发布时间：2019-08-21 14:55:27

  读完此书再看豆瓣短评，有些辛酸，没想到此书深受误解。不少人冲着沈从文的文名来读此书，要么嫌此书平白无味道，要么嫌此书所论太艰深，我忍不住感慨：各位真是矫情啊，果然文艺青年不适合读此书。沈从文在九十年前自杀未遂，彻底弃文，从事文博考古研究，开始后半生，与前半生耀眼的才名断成两截。他用直白洗练平缓的语言介绍古人衣食住行和日常器物，每篇文章都是一部小史，但这就是最真实的一种文化，如同埃利亚斯《文明的进程》中的观念，文明和文化就在日常之中。此书若干篇文章虽短，但在那个时代已为今日文博考古事业画好框架，同时也能反驳和纠正王力等人的错误。读此书时，心是平静的，又是忧虑的：一个时代把一个热情似火的纯文人改造成一个平静如水的学者，他踏实认真，“耐得烦”，用研究成果为自己延续了生命，为我们留下另一笔宝贵遗产。

• 迷途的羔羊何时回家

  作者：梦貘 发布时间：2023-01-11 00:11:50

• Head First C

  作者：maybepossible 发布时间：2014-01-11 10:51:03

  初见是在图书馆的新书书架上，中文版译作“嗨翻C语言”。当时心里想有没有必要这么“俗”的起名啊……不过还好我拿了起来。

  C语言学了好几年了，虽不是计算机专业的但平常也都在编程，看了目录就知道这本书很对胃口，不仅是因为行文说理生动透彻，也因为其知识点设计的实用。现在看卖了几千万册的谭浩强老爷子的书真是弱爆了……