9780789018786

Concise Encyclopedia of Church And Religious Organization Marketing

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  • ISBN13:

    9780789018786

  • ISBN10:

    0789018780

  • Edition: 1st
  • Format: Nonspecific Binding
  • Copyright: 2006-01-18
  • Publisher: Routledge
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Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

Summary

Discover the marketing basics to draw new members--and more funds--to your church! Though more and more religious organizations increasingly attempt to use marketing techniques to improve response, little literature exists to explain crucial concepts, terms, and strategies. The Concise Encyclopedia of Church and Religious Organization Marketing fills this gap by providing novice marketers with basic theories and terms in easy-to-understand language. This A-to-Z reference presents the essential concepts and techniques, such as benefits to constituents, target markets, market research, and advertising, all with plain and concise explanations to apply to your situation, all aimed to effectively increase the numbers and resources of your faith-based organization. As people become increasingly inundated with advertising and given more choices, the need for a religious organization to cut through this informational clutter to present its own positive features to the right audience becomes vital. From social cause marketing to measuring attitudes of respondents and constituent analysis, the Concise Encyclopedia of Church and Religious Organization Marketing details the tools needed to measure and increase positive response to allow your organization to effectively compete in today's world. Numerous figures and tables clearly illustrate more complex concepts and terms to make comprehension fast and easy. An appendix has been included that provides a complete review of the early and contemporary literature applicable to marketing and religion as well as the origins of religious organizational marketing. The Concise Encyclopedia of Church and Religious Organization Marketing clarifies foundational marketing concepts and terms as they relate to church and religious organizations. Entries include: benefits brand equity cause-related marketing communication methods competition competitive advantage constituent analysis and behavior controlling marketing activities data collection and analysis demographics quantitative research directive marketing focus groups geodemographics marketing planning and research new program development performance evaluation and control publicity SWOT analysis--Strengths, Weaknesses, Opportunities, and Threats of an organization target audience and so much more! The Concise Encyclopedia of Church and Religious Organization Marketing is the perfect source for marketing beginners looking for the basic knowledge needed to market their church or organization, as well as being a quick bookshelf reference for more experienced religious marketers.

Table of Contents

Preface xi
Acknowledgments xiii
Access
1(1)
Active Listening
2(2)
Adoption Process
4(1)
Advertising Message
5(1)
Atmosphere
6(2)
Attitude Measurement
8(3)
Benefits of Marketing
11(1)
Brand Equity
12(1)
Budgets
13(1)
Cause-Related Marketing
14(3)
Communication Methods
17(1)
Competition
18(3)
Competitive Advantage
21(3)
Constituent Analysis
24(1)
Constituent Behavior
25(1)
Constituent Service
26(3)
Contribution Analysis
29(1)
Contribution/Cost Controls
30(2)
Contribution Sources
32(2)
Controlling Marketing Activities
34(2)
Costs to Target Audience
36(2)
Data Collection
38(1)
Data Collection and Analysis
39(1)
Database or Donorbase Marketing
39(4)
Demographics
43(1)
Descriptive (Quantitative) Research
43(3)
Direct Marketing
46(1)
Environmental Scanning
47(1)
Exchange
48(5)
Exploratory (Qualitative) Research
53(4)
Facility Design
57(1)
Family Life Cycle
58(1)
Focus Groups
59(2)
Fund-Raising
61(2)
Geodemographics
63(2)
Giving Motivations
65(1)
Grid Analysis
66(1)
Implementation
67(2)
Internal Marketing
69(4)
Location Analysis
73(2)
Market Segmentation
75(1)
Marketing
76(2)
Marketing Communications
78(1)
Marketing Mix
79(2)
Marketing Orientation
81(1)
Marketing Plan
82(2)
Marketing Planning
84(1)
Marketing Research
84(2)
Mass Communication Media
86(1)
Measurement
87(1)
Message Content
87(2)
Ministries Portfolio
89(1)
Mission-Based Product Mix
90(1)
Moments of Truth
91(3)
New Program Development
94(3)
Niche Marketing
97(2)
Objective Areas
99(2)
Objectives
101(2)
Organization and Program Life Cycles
103(2)
Organization Structure
105(1)
Performance Evaluation and Control
106(2)
Personal Contact
108(3)
Personal Contact Process
111(2)
Positioning
113(1)
Primary Data
114(3)
Program Offerings
117(1)
Program/Service Elements
118(1)
Promotion Budget
119(1)
Promotional Mix
120(1)
Publicity
121(2)
Questionnaire
123(3)
Research Design
126(2)
Research Methodology
128(1)
Sampling
129(1)
Scales
130(3)
Secondary Data
133(3)
Survey Research
136(3)
SWOT Analysis
139(2)
Target Audience
141(2)
Appendix A. Marketing and Religion: A Review of the Two Literatures 143(22)
Bruce Wrenn
Phylis Mansfeld
Appendix B. Writers/Researchers in Church and Religious Organization Marketing 165(8)
Index 173

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