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Acknowledgments | |
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About the Author | |
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Introduction | |
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Overview | |
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A Competitive and Always-Online World | |
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Who This Book Is Written For | |
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The Benefits of Reading This Book | |
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Preview of the Book | |
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Recap | |
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Marketing: A Key to Better Mission | |
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Overview | |
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The Characteristics of a Mission-Based, Market-Driven Organization | |
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Meeting Customer Wants | |
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Treating Everyone Like a Customer | |
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What about Your Competition? | |
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A Team Effort | |
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Recap | |
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Discussion Questions | |
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Being Mission Based and Market Driven | |
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Overview | |
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Which Is Right, the Markets or the Mission? | |
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Moving with the Markets and Maintaining Your Mission | |
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The Never-Ending Marketing Cycle | |
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The Results of Becoming Market Driven | |
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Motivating Board and Staff | |
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Holding On to Your Core Values | |
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Recap | |
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Discussion Questions | |
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Being Flexible and Innovating with the Market | |
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Overview | |
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The Need for Flexibility | |
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Retaining the Capacity for Flexibility | |
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Being a Change Leader | |
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The Pace of Change in a Competitive Environment | |
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Recap | |
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Discussion Questions | |
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The Marketing Cycle for a Nonprofit | |
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Overview | |
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The Marketing Cycle That Works | |
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The Marketing Disability of Most Nonprofits | |
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The Marketing Cycle and Your Competitors | |
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Recap | |
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Discussion Questions | |
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Who Are Your Markets? | |
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Overview | |
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Market Identification and Quantification | |
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Market Segmenting | |
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Focusing on Target Markets | |
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Treating All Your Markets Like Customers | |
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Recap | |
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Discussion Questions | |
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Who Are Your Competitors? | |
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Overview | |
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Identifying Your Competition | |
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Studying the Competition | |
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Focusing on Your Core Competencies | |
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Recap | |
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Discussion Questions | |
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Asking Your Markets What They Want | |
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Overview | |
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Surveys | |
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Focus Groups | |
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Informal Asking | |
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Asking (and Listening) Online | |
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Asking Mistakes | |
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After Asking | |
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Recap | |
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Discussion Questions | |
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Better Marketing Materials | |
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Overview | |
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The Problems with Most Nonprofits' Marketing Materials | |
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Solving Customers' Problems | |
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Things to Include in Your Marketing Materials | |
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Things to Avoid in Your Marketing Materials | |
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Developing Different Materials for Different Markets | |
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Recap | |
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Discussion Questions | |
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Technology and Marketing | |
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Overview | |
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Tech Is an Accelerator of Good Marketing | |
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(Your Web Site Is) Your First Chance to Make a Good Impression | |
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Asking and Listening | |
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Beware the Digital Divide | |
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Social Networking/Social Media | |
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What's Next? | |
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Recap | |
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Discussion Questions | |
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Incredible Customer Service | |
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Overview | |
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Three Customer Service Rules | |
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The Customer Is Not Always Right, but the Customer Is Always the Customer, so Fix the Problem | |
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Customers Never Have Problems; They Always Have Crises, so Fix the Problem Now | |
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Never Settle for Good Customer Service-Seek Total Customer Satisfaction | |
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The Unhappy Customer | |
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Regular Customer Contact | |
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Turning Customers into Referral Sources | |
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Recap | |
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Discussion Questions | |
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A Marketing Planning Process | |
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Overview | |
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Developing Your Marketing Team | |
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An Asking Schedule | |
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Targeting Your Marketing Effort | |
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A Marketing Plan Outline | |
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Marketing Planning Software | |
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Recap | |
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Discussion Questions | |
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Final Words | |
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Index | |