Reflecting the most recent, relevant information in the field, this best-selling book offers readers a practical foundation for marketing in nonprofit organizations. Its coverage encompasses the entire marketing process, providing valuable insights on strategic evaluations, positioning, market targeting, and more. For managers and future managers of nonprofit organizations, for-profit organizations, and government agencies. Table of Contents : SECTION I Developing a Customer Orientation 1. The Growth and Development of Non-profit Marketing SECTION II Strategic Planning and Organization 2. Developing a Customer-Centered Mindset 3. Strategic Marketing Planning 4. Understanding Consumer Behavior 5. Acquiring and Using Marketing Information 6. Segmentation, Positioning, and Branding 7. Branding SECTION III Designing the Marketing Mix 8. Managing the Organization's Offerings 9. Developing and Launching New Offerings 10. Managing Perceived Costs 11. Facilitating Marketing Behaviors 12. Formulating Communications Strategies 13. Managing Communications: Advertising and Personal Persuasion 14. Managing Public Media and Public Advocacy SECTION IV Developing and Organizing Resources 15. Generating Funds 16. Attracting Human Resources: Staff, Volunteers, and Boards 17. Working with the Private Sector Section V Organizing and Controlling Marketing Strategies 18. Organizing for Implementation 19. Marketing Evaluation, Monitoring, and Control