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| Preface | |
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| Acknowledgments | |
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| Introduction | |
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| A New Way of Doing Business for the Nonprofit Organization | |
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| The Need for a New Marketing Orientation | |
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| Dealing with Nonprofit Organizations in Flux | |
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| Marketing to the External World | |
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| Marketing Defined | |
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| Develop an Outline of Marketing Strategies | |
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| The Marketing Task | |
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| Marketing Tools | |
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| Use Distinctive Competencies to Assess the Competition | |
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| Summary | |
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| The Development of a Marketing Strategy | |
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| Why a Marketing Strategy? | |
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| First Steps in Defining Strategy | |
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| The Operating Environment's Effects on Marketing Strategy | |
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| First Steps to a Competitive Strategy | |
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| Breaking with Tradition to Remain Flexible | |
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| Summary | |
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| The Phased Strategic Marketing Plan | |
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| External-Analysis Phase | |
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| Internal-Analysis Phase | |
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| Market-Development Phase | |
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| Strategy-Selection Phase | |
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| Presentation of the Plan | |
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| Summary | |
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| The External Analysis | |
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| External Analysis: Client, Donor, Volunteer, and Competitor Research | |
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| The Importance of Continuous Listening and Analysis | |
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| Building a Rationale and Addressing Objections to Stakeholder Listening and Research | |
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| Other Research and Listening Concerns, Including Flexibility | |
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| Start with Clients, Volunteers, Constituents, Customers, and Donors | |
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| Segmentation as the Next Step | |
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| Enduring and Dynamic Segmentation Variables | |
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| Describing Clients, Donors, Volunteers, Customers, and Constituents | |
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| Additional Segmentation Strategies Following an External Audit | |
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| External Analysis of Competitors | |
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| Positioning to Understand �the Market� | |
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| Ways to Identify Competition | |
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| How Nonprofit Organizations Compete | |
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| Summary | |
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| Researching Your Nonprofit Organization's Environment | |
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| The Nature of a Nonprofit Organization's Environment | |
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| External Analysis, Competitors, and a Nonprofit's Environment | |
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| The Actual and Potential Size of the Competitive Environment | |
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| How is the Environment Structured? | |
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| How Nonprofit Organizations Enter an Industry | |
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| How Does the Nonprofit Organization Deliver its Services? | |
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| What is the Potential for Growth? | |
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| Relating Product Life Cycles to a Nonprofit's Growth Potential | |
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| Differentiating a Nonprofit Based on External Analysis | |
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| Summary | |
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| Competition and Internal Marketing Analysis | |
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| Reasons for an Internal Examination | |
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| Measuring Past and Current Performance | |
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| Dealing with Strategic Problems and Uncertainty | |
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| Assessing the Organization's Strengths and Weaknesses | |
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| Looking for and Managing Long-Term Relationships | |
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| Cost and Performance Analysis Helps Define Success | |
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| The Internal Audit Helps Define Organizational Strengths and Weaknesses | |
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| Summary | |
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| Value Propositions and Marketing Objectives | |
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| Would Anyone Miss You If You Went out of Business? | |
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| Why Should a Nonprofit Organization Worry about Objectives? | |
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| Developing Organizational Objectives | |
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| Using Objectives to Excel in Marketing | |
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| Marketing Performance Comes with Measuring Company Objectives | |
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| Staying Competitive | |
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| Summary | |
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| Creating Competitive Advantage | |
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| Strategy Options | |
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| The Most Popular Strategic Orientations and Their Application to the Organization | |
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| Matching the Market | |
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| Tactics for Achieving Competitive Advantage | |
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| The Sustainable Competitive Advantage | |
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| What Constitutes a Sustainable Competitive Advantage | |
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| Augmenting Success | |
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| Market Strategies | |
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| Summary | |
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| Winning through Competitive Strategy Options | |
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| The Nature of Strategy and its Uses | |
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| Environmental Context and Strategic Options | |
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| Strategy Frameworks | |
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| Strategy Models | |
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| The Portfolio Framework | |
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| The Forces of Competition | |
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| Porter's Three Competitive Strategies | |
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| The Planning Process Framework | |
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| Summary | |
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| Creating a Competitive Image and Brand | |
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| Brand Formulation | |
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| Merging Brand and Strategy | |
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| Using the Brand Strategically | |
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| Reaching the Branded Goals of the Campaign | |
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| Summary | |
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| Epilogue | |
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| Notes | |
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| References | |
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| About the Author | |
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| Index | |