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Mission-Based Marketing

How Your Not-for-Profit Can Succeed in a More Competitive World

Format: Paperback
Publisher: John Wiley and Sons Ltd, New York, United States
Imprint: John Wiley & Sons Inc
Published: 13th Dec 2002
ISBN-10: 0471417408
ISBN-13: 9780471417408
Barcode No: 9780471417408
This title seeks to show how a nonprofit organization can use marketing to distinguish itself with funders, those they serve and the public. The question, what does marketing mean to nonprofit managers and how does it fit into their organizational structures? will be answered. This book will provide an understanding of such key concepts as why marketing is so crucial to nonprofits and what a marketing cycle is. The organizational structure and how future services and customers fit into it is also clarified. Additionally readers will learn methods to help an organization treat everyone like a customer; knowledge of the best ways to develop and conduct surveys and focus groups; an understanding of how and why to write a marketing plan; and a list of ways to provide excellent customer service within the nonprofit context.

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