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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780470602188
· 쪽수 : 256쪽
목차
Acknowledgments.
About the Author.
1 Introduction.
Overview.
A Competitive And Always Online World.
The Benefits Of Reading This Book.
Preview Of The Book.
Recap.
2 Marketing: A Key to Better Mission.
Overview.
The Characteristics Of A Mission-Based, Market-Driven Organization.
Meeting Customer Wants.
Treating Everyone Like A Customer.
What About Your Competition?
A Team Effort.
Recap.
Discussion Questions for Chapter 2.
3 Being Mission-Based and Market-Driven.
Overview.
Which Is Right, The Markets Or The Mission?
Moving With The Markets, Maintaining Your Mission.
The Never-Ending Marketing Cycle.
The Results Of Becoming Market-Driven.
Motivating Board And Staff.
Holding On To Your Core Values.
Recap.
Discussion Questions for Chapter 3.
4 Being Flexible and Innovating with the Market.
Overview.
The Need For Flexibility.
Retaining The Capacity For Flexibility.
Being A Change Leader.
The Pace Of Change In A Competitive Environment.
Recap.
Discussion Questions for Chapter 4.
5 The Marketing Cycle for a nonprofit.
Overview.
The Marketing Cycle That Works.
The Marketing Disability Of Most Nonprofits.
The Marketing Cycle And Your Competitors.
Recap.
Discussion Questions for Chapter 5.
6 Who Are Your Markets?
Overview.
Market Identification And Quantification.
Market Segmenting.
Focusing On Target Markets.
Treating All Your Markets Like Customers.
Recap.
Discussion Questions for Chapter 6.
7 Who Are Your Competitors?
Overview.
Identifying Your Competition.
Studying The Competition.
Focusing On Your Core Competencies.
Recap.
Discussion Questions for Chapter 7.
8 Asking Your Markets What They Want.
Overview.
Surveys.
Focus Groups.
Informal Asking.
Asking (And Listening) Online.
Active Asking.
Asking Mistakes.
After Asking.
Recap.
Discussion Questions for Chapter 8.
9 Better Marketing Materials.
Overview.
The Problems With Most Nonprofits’ Marketing Materials.
Solving Customers' Problems.
Things To Include In Your Marketing Materials.
Things To Avoid In Your Marketing Materials.
Developing Different Materials For Different Markets.
Recap.
Discussion Questions for Chapter 9.
10 Technology and Marketing.
Overview.
Tech Is An Accelerator Of Good Marketing.
Your (Web Site Is) Your First Chance To Make A Good Impression.
Asking And Listening.
Beware The Digital Divide.
Social Networking/Social Media.
What's Next?
Recap.
Discussion Questions for Chapter 10
11 Incredible Customer Service.
Overview.
Three Customer Service Rules.
The Customer Is Not Always Right, But The Customer Is Always The Customer, So Fix The Problem.
Customers Never Have Problems; They Always Have Crises, So Fix The Problem Now.
Never Settle For Good Customer Service—Seek Total .Customer Satisfaction.
The Unhappy Customer.
Regular Customer Contact.
Turning Customers Into Referral Sources.
Recap.
Discussion Questions for Chapter 11.
12 A Marketing Planning Process.
Overview.
Developing Your Marketing Team.
An Asking Schedule.
Targeting Your Marketing Effort.
A Marketing Plan Outline.
Marketing Planning Software.
Recap.
Discussion Questions for Chapter 12.
Final Words.
Index.
