Nelson Higher Education

Higher Education

Nonprofit Marketing

  • John L. Fortenberry Jr.
  • ISBN-10: 0763782610
  • ISBN-13: 9780763782610
  • 0 Pages | Paperback
  • COPYRIGHT: 2013 Published
Request a Copy for Review

Overview

About the Product

Nonprofit Marketing: Tools and Techniques presents a series of 35 essential marketing tools and demonstrates their application in the nonprofit sector, referencing myriad diverse entities, including zoological parks, planetariums, theater companies, medical clinics, workforce development centers, food banks, and more. Ideal for undergraduate and graduate courses in nonprofit marketing, promotion, fundraising, and related courses, the text covers a broad spectrum of topics, including product development and portfolio analysis, branding and identity management, target marketing, consumer behavior and product promotions, environmental analysis and competitive assessment, and marketing management, strategy, and planning. Each chapter focuses on a specific marketing tool and can be read as a stand-alone presentation of the topic.

Features

  • The Product Life Cycle

  • George Day’s R-W-W Screen

  • Theodore Levitt’s Total Product Concept

  • The Boston Consulting Group’s Growth/Share Matrix

  • Calder & Reagan’s Brand Design Model

  • Martin Lindstrom’s 5-D Brand Sensogram

  • Igor Ansoff’s Product-Market Expansion Grid

  • John Fortenberry’s CMC (Core Marketing Concerns) Model

  • Philip Kotler’s Segment-by-Segment Invasion Plan

  • Michael Porter’s Five Forces Model

Table of Contents

Part One: Product Development & Portfolio Analysis Tools
Chapter 1: The Product Life Cycle
Chapter 2: Booz, Allen & Hamilton’s New Product Process
Chapter 3: George Day’s R-W-W Screen
Chapter 4: Theodore Levitt’s Total Product Concept
Chapter 5: The Boston Consulting Group’s Growth/Share Matrix
Chapter 6: General Electric’s Strategic Business-Planning Grid
Chapter 7: Igor Ansoff’s Product-Market Expansion Grid

Part Two: Branding & Identity Management Tools
Chapter 8: Schmitt & Simonson’s Drivers Of Identity Management
Chapter 9: Calder & Reagan’s Brand Design Model
Chapter 10: Martin Lindstrom’s 5-D Brand Sensogram
Chapter 11: Lederer & Hill’s Brand Portfolio Molecule
Chapter 12: Kevin Lane Keller’s Brand Report Card
Chapter 13: David Taylor’s Brand Stretch Spectrum

Part Three: Target Marketing Tools
Chapter 14: The Market-Product Grid
Chapter 15: Kotler & Trias De Bes’ Lateral Marketing Strategy
Chapter 16: Philip Kotler’s Segment-By-Segment Invasion Plan
Chapter 17: The Perceptual Map
Chapter 18: Ries & Trout’s Product Ladder

Part Four: Consumer Behavior & Product Promotions Tools
Chapter 19: Abraham Maslow’s Hierarchy Of Needs
Chapter 20: Everett Rogers’ Diffusion Of Innovations Model
Chapter 21: The Dagmar Marketing Communications Spectrum
Chapter 22: Raphel & Raphel’s Loyalty Ladder
Chapter 23: Bernd Schmitt’s Cem Framework
Chapter 24: Osgood, Suci & Tannenbaum’s Semantic Differential

Part Five: Environmental Analysis & Competitive Assessment Tools
Chapter 25: The Pest Analysis
Chapter 26: The Swot Analysis
Chapter 27: Michael Porter’s Five Forces Model
Chapter 28: Lehmann & Winer’s Levels Of Competition Model
Chapter 29: Mintzberg & Van Der Heyden’s Organigraph

Part Six: Marketing Management, Strategy & Planning Tools
Chapter 30: John Fortenberry’s CMC (Core Marketing Concerns) Model
Chapter 31: Leonard Berry’s Success Sustainability Model
Chapter 32: George Day’s Market Orientation Model
Chapter 33: Blake & Mouton’s Sales Grid
Chapter 34: Ries & Trout’s Marketing Warfare Strategies
Chapter 35: Philip Kotler’s Marketing Plan

Appendix: An Introduction To Marketing
Glossary
References