Nonprofit Marketing

by Fortenberry Jr., John L.

• ISBN13: 9780763782610
• ISBN10: 0763782610
• Format: Paperback
• Copyright: 2012-04-12
• Publisher: Jones & Bartlett Learning

Summary

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. Examples include:The Product Life CycleGeorge Day's R-W-W ScreenTheodore Levitt's Total Product ConceptThe Boston Consulting Group's Growth/Share MatrixCalder & Reagan's Brand Design ModelMartin Lindstrom's 5-D Brand SensogramIgor Ansoff's Product-Market Expansion GridJohn Fortenberry's CMC (Core Marketing Concerns) ModelPhilip Kotler's Segment-by-Segment Invasion PlanMichael Porter's Five Forces Model

Table of Contents

A HeadDedication
Acknowledgments
A HeadAbout the Author
Preface
Part1 Product Development & Portfolio Analysis Tools
Chapter1 The Product Life Cycle
Chapter2 Booz, Allen & Hamilton’s New Product Process
Chapter3 George Day’s R-W-W Screen
Chapter4 Theodore Levitt’s Total Product Concept
Chapter5 The Boston Consulting Group’s Growth/Share Matrix
Chapter6 General Electric’s Strategic Business-Planning Grid
Chapter7 Igor Ansoff’s Product-Market Expansion Grid
Part2 Branding & Identity Management Tools
Chapter8 Schmitt & Simonson’s Drivers Of Identity Management
Chapter9 Calder & Reagan’s Brand Design Model
Chapter10 Martin Lindstrom’s 5-D Brand Sensogram
Chapter11 Lederer & Hill’s Brand Portfolio Molecule
Chapter12 Kevin Lane Keller’s Brand Report Card
Chapter13 David Taylor’s Brand Stretch Spectrum
Part3 Target Marketing Tools
Chapter14 The Market-Product Grid
Chapter15 Kotler & Trias De Bes’ Lateral Marketing Strategy
Chapter16 Philip Kotler’s Segment-By-Segment Invasion Plan
Chapter17 The Perceptual Map
Chapter18 Ries & Trout’s Product Ladder
Part4 Consumer Behavior & Product Promotions Tools
Chapter19 Abraham Maslow’s Hierarchy Of Needs
Chapter20 Everett Rogers’ Diffusion Of Innovations Model
Chapter21 The Dagmar Marketing Communications Spectrum
Chapter22 Raphel & Raphel’s Loyalty Ladder
Chapter23 Bernd Schmitt’s Cem Framework
Chapter24 Osgood, Suci & Tannenbaum’s Semantic Differential
Part5 Environmental Analysis & Competitive Assessment Tools
Chapter25 The Pest Analysis
Chapter26 The Swot Analysis
Chapter27 Michael Porter’s Five Forces Model
Chapter28 Lehmann & Winer’s Levels Of Competition Model
Chapter29 Mintzberg & Van Der Heyden’s Organigraph
Part6 Marketing Management, Strategy & Planning Tools
Chapter30 John Fortenberry’s CMC (Core Marketing Concerns) Model
Chapter31 Leonard Berry’s Success Sustainability Model
Chapter32 George Day’s Market Orientation Model
Chapter33 Blake & Mouton’s Sales Grid
Chapter34 Ries & Trout’s Marketing Warfare Strategies
Chapter35 Philip Kotler’s Marketing Plan
Appendix An Introduction To Marketing
A HeadGlossary
A HeadReferences