Marketing for nonprofit organizations insights and innovations
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...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York
Oxford University Press
2021
|
| Ausgabe: | Second edition |
| Schlagworte: | |
| Online-Zugang: | DE-863 DE-862 DE-2070s DE-739 Volltext |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV048523074 | ||
| 003 | DE-604 | ||
| 005 | 20240715 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 221020s2021 xx a||| o|||| 00||| eng d | ||
| 020 | |a 9780190090838 |c Online, pdf |9 978-0-19-009083-8 | ||
| 020 | |a 9780190090821 |q (electronic bk.) |9 9780190090821 | ||
| 024 | 7 | |a 10.1093/oso/9780190090807.001.0001 |2 doi | |
| 035 | |a (ZDB-30-PQE)EBC6437621 | ||
| 035 | |a (ZDB-30-PAD)EBC6437621 | ||
| 035 | |a (ZDB-89-EBL)EBL6437621 | ||
| 035 | |a (OCoLC)1178870046 | ||
| 035 | |a (DE-599)BVBBV048523074 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-2070s |a DE-863 |a DE-862 |a DE-634 |a DE-739 | ||
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 084 | |a QQ 000 |0 (DE-625)141967: |2 rvk | ||
| 100 | 1 | |a Grau, Stacy Landreth |e Verfasser |0 (DE-588)135674255 |4 aut | |
| 245 | 1 | 0 | |a Marketing for nonprofit organizations |b insights and innovations |c Stacy Landreth Grau |
| 250 | |a Second edition | ||
| 264 | 1 | |a New York |b Oxford University Press |c 2021 | |
| 264 | 4 | |c ©2021 | |
| 300 | |a 1 Online-Ressource (vii, 225 Seiten) |b Illustrationen, Diagramme | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 500 | |a Revised edition of the author's Marketing for nonprofit organizations, [2014] | ||
| 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 | |
| 520 | 3 | |a 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 | |
| 650 | 4 | |a Nonprofit organizations-Marketing | |
| 650 | 0 | 7 | |a Nonprofit-Organisation |0 (DE-588)4293729-2 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 653 | 6 | |a Electronic books | |
| 689 | 0 | 0 | |a Nonprofit-Organisation |0 (DE-588)4293729-2 |D s |
| 689 | 0 | 1 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe |z 978-0-19-009080-7 |a Landreth Grau, Stacy |t Marketing for Nonprofit Organizations |d Oxford : Oxford University Press, Incorporated,c2021 |
| 856 | 4 | 0 | |l BTI01 |p ZDB-28-OSA |q BTU_Kauf |u https://doi.org/10.1093/oso/9780190090807.001.0001 |x Verlag |3 Volltext |
| 912 | |a ZDB-30-PQE | ||
| 912 | |a ZDB-28-OSW | ||
| 912 | |a ZDB-28-OSD | ||
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-033899922 | |
| 966 | e | |u https://doi.org/10.1093/oso/9780190090807.001.0001 |l DE-863 |p ZDB-28-OSW |x Verlag |3 Volltext | |
| 966 | e | |u https://doi.org/10.1093/oso/9780190090807.001.0001 |l DE-862 |p ZDB-28-OSW |x Verlag |3 Volltext | |
| 966 | e | |u https://ebookcentral.proquest.com/lib/hwr/detail.action?docID=6437621 |l DE-2070s |p ZDB-30-PQE |q HWR_PDA_PQE_Kauf |x Aggregator |3 Volltext | |
| 966 | e | |u https://doi.org/10.1093/oso/9780190090807.001.0001 |l DE-739 |p ZDB-28-OSD |q UPA_PDA_OSD_Kauf2023 |x Verlag |3 Volltext | |
Datensatz im Suchindex
| _version_ | 1819313838100578304 |
|---|---|
| any_adam_object | |
| author | Grau, Stacy Landreth |
| author_GND | (DE-588)135674255 |
| author_facet | Grau, Stacy Landreth |
| author_role | aut |
| author_sort | Grau, Stacy Landreth |
| author_variant | s l g sl slg |
| building | Verbundindex |
| bvnumber | BV048523074 |
| classification_rvk | QP 600 QQ 000 |
| collection | ZDB-30-PQE ZDB-28-OSW ZDB-28-OSD |
| 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 |
| ctrlnum | (ZDB-30-PQE)EBC6437621 (ZDB-30-PAD)EBC6437621 (ZDB-89-EBL)EBL6437621 (OCoLC)1178870046 (DE-599)BVBBV048523074 |
| discipline | Wirtschaftswissenschaften |
| doi_str_mv | 10.1093/oso/9780190090807.001.0001 |
| edition | Second edition |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>05570nam a2200601 c 4500</leader><controlfield tag="001">BV048523074</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20240715 </controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">221020s2021 xx a||| o|||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780190090838</subfield><subfield code="c">Online, pdf</subfield><subfield code="9">978-0-19-009083-8</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780190090821</subfield><subfield code="q">(electronic bk.)</subfield><subfield code="9">9780190090821</subfield></datafield><datafield tag="024" ind1="7" ind2=" "><subfield code="a">10.1093/oso/9780190090807.001.0001</subfield><subfield code="2">doi</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-30-PQE)EBC6437621</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-30-PAD)EBC6437621</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-89-EBL)EBL6437621</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)1178870046</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV048523074</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-2070s</subfield><subfield code="a">DE-863</subfield><subfield code="a">DE-862</subfield><subfield code="a">DE-634</subfield><subfield code="a">DE-739</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QQ 000</subfield><subfield code="0">(DE-625)141967:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Grau, Stacy Landreth</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)135674255</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing for nonprofit organizations</subfield><subfield code="b">insights and innovations</subfield><subfield code="c">Stacy Landreth Grau</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">Second edition</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">New York</subfield><subfield code="b">Oxford University Press</subfield><subfield code="c">2021</subfield></datafield><datafield tag="264" ind1=" " ind2="4"><subfield code="c">©2021</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 Online-Ressource (vii, 225 Seiten)</subfield><subfield code="b">Illustrationen, Diagramme</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Revised edition of the author's Marketing for nonprofit organizations, [2014]</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="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</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="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</subfield></datafield><datafield tag="520" ind1="3" ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Nonprofit organizations-Marketing</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Nonprofit-Organisation</subfield><subfield code="0">(DE-588)4293729-2</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="653" ind1=" " ind2="6"><subfield code="a">Electronic books</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Nonprofit-Organisation</subfield><subfield code="0">(DE-588)4293729-2</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe</subfield><subfield code="z">978-0-19-009080-7</subfield><subfield code="a">Landreth Grau, Stacy</subfield><subfield code="t">Marketing for Nonprofit Organizations</subfield><subfield code="d">Oxford : Oxford University Press, Incorporated,c2021</subfield></datafield><datafield tag="856" ind1="4" ind2="0"><subfield code="l">BTI01</subfield><subfield code="p">ZDB-28-OSA</subfield><subfield code="q">BTU_Kauf</subfield><subfield code="u">https://doi.org/10.1093/oso/9780190090807.001.0001</subfield><subfield code="x">Verlag</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-30-PQE</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-28-OSW</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-28-OSD</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-033899922</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://doi.org/10.1093/oso/9780190090807.001.0001</subfield><subfield code="l">DE-863</subfield><subfield code="p">ZDB-28-OSW</subfield><subfield code="x">Verlag</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://doi.org/10.1093/oso/9780190090807.001.0001</subfield><subfield code="l">DE-862</subfield><subfield code="p">ZDB-28-OSW</subfield><subfield code="x">Verlag</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://ebookcentral.proquest.com/lib/hwr/detail.action?docID=6437621</subfield><subfield code="l">DE-2070s</subfield><subfield code="p">ZDB-30-PQE</subfield><subfield code="q">HWR_PDA_PQE_Kauf</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://doi.org/10.1093/oso/9780190090807.001.0001</subfield><subfield code="l">DE-739</subfield><subfield code="p">ZDB-28-OSD</subfield><subfield code="q">UPA_PDA_OSD_Kauf2023</subfield><subfield code="x">Verlag</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| id | DE-604.BV048523074 |
| illustrated | Illustrated |
| indexdate | 2024-12-24T09:34:37Z |
| institution | BVB |
| isbn | 9780190090838 9780190090821 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-033899922 |
| oclc_num | 1178870046 |
| open_access_boolean | |
| owner | DE-2070s DE-863 DE-BY-FWS DE-862 DE-BY-FWS DE-634 DE-739 |
| owner_facet | DE-2070s DE-863 DE-BY-FWS DE-862 DE-BY-FWS DE-634 DE-739 |
| physical | 1 Online-Ressource (vii, 225 Seiten) Illustrationen, Diagramme |
| psigel | ZDB-30-PQE ZDB-28-OSW ZDB-28-OSD ZDB-30-PQE HWR_PDA_PQE_Kauf ZDB-28-OSD UPA_PDA_OSD_Kauf2023 |
| publishDate | 2021 |
| publishDateSearch | 2021 |
| publishDateSort | 2021 |
| publisher | Oxford University Press |
| record_format | marc |
| 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 Nonprofit-Organisation (DE-588)4293729-2 gnd rswk-swf Marketing (DE-588)4037589-4 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 BTI01 ZDB-28-OSA BTU_Kauf https://doi.org/10.1093/oso/9780190090807.001.0001 Verlag 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 Nonprofit-Organisation (DE-588)4293729-2 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4293729-2 (DE-588)4037589-4 |
| 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 Nonprofit-Organisation (DE-588)4293729-2 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Nonprofit organizations-Marketing Nonprofit-Organisation Marketing |
| url | https://doi.org/10.1093/oso/9780190090807.001.0001 |
| work_keys_str_mv | AT graustacylandreth marketingfornonprofitorganizationsinsightsandinnovations |