ERIC Number: ED293415
Record Type: RIE
Publication Date: 1988
Your Personal Guide to Marketing a Nonprofit Organization.
Topor, Robert S.
In recent years, many nonprofit organizations have begun to use marketing principles, partly because of the more competitive environment. This guide to marketing such an organization consists of four sections. Section 1, "Understanding Marketing," includes "Your Part in the Marketing Process" and "What is Marketing? Why Should You Do It?" Section 2, "Laying the Groundwork," considers "Analyzing Your Organization's Internal Political Environment,""Defining Your Organization's Mission,""Aiming for Target Markets,""Applying Research to Achieve Marketing Results,""Analyzing the Competition," and "Trails to Success: Needs Analysis." In Section 3, "The Building Blocks of Marketing," the following topics are covered: "Onions, Umbrellas, and Mosaics: Marketing Techniques to Advance Your Organization's Services,""Creating and Executing a Marketing Mix,""Developing a Promotional Plan,""Selecting Promotional Media: A Guide,""Creating Print Advertising," and "Using Sales as Part of Your Total Marketing Effort." Finally, Section 4, "The Marketing Planning Map: A Marketing Blueprint," offers "Exploring the Marketing Planning Map" and "Your Nonprofit Marketing Compass." More than 30 worksheets and figures are included, and 65 references are provided. (SM)
Descriptors: Advertising, Competition, Higher Education, Institutional Advancement, Institutions, Marketing, Merchandising, Nonprofit Organizations, Organizations (Groups), Universities
CASE Publications Order Department, 80 South Early Street, Alexandria, VA 22304 ($20.50).
Publication Type: Books; Guides - Non-Classroom
Education Level: N/A
Authoring Institution: Council for Advancement and Support of Education, Washington, DC.