LIST OF FIGURES .............................................. xvii
LIST OF TABLES ................................................. XX
PART ONE Introduction to Marketing
1 Scope, Challenges and Development of the Nonprofit Sector .... 3
Introduction ................................................. 3
Defining the Nonprofit Sector ................................ 4
The Development of the UK Voluntary Sector ................... 9
The Nonprofit Sector in the United States ................... 12
Dimensions of the UK Voluntary Sector ....................... 15
Classifying Nonprofit Organizations ......................... 20
Current Issues in the Nonprofit Sector ...................... 23
Summary ..................................................... 29
2 Developing a Societal and Market Orientation ................ 33
What Is Marketing? .......................................... 33
What Can Marketing Offer? ................................... 35
How Is Nonprofit Marketing Different? ....................... 39
Typical Objections to Marketing ............................. 43
The Development of the Marketing Concept: Products, Sales,
and Marketing Orientations .................................. 45
Operationalizing the Marketing Concept ...................... 48
Market versus Societal Orientation .......................... 57
Operationalizing Societal Orientation ....................... 59
Summary ..................................................... 71
PART TWO Marketing Planning
3 Marketing Planning: The Operating Environment and
Marketing Audit ............................................. 79
Introduction ................................................ 79
A Planning Framework ........................................ 80
The Marketing Audit ......................................... 82
Analytical Tools ............................................ 88
Mission, Merit, and Money: A Portfolio Model ................ 94
Swot Analysis ............................................... 97
Summary ..................................................... 98
4 Marketing Research ......................................... 100
Introduction ............................................... 100
A Definition of Marketing Research ......................... 101
Specifying the Research Problem and Research Objectives .... 102
Secondary versus Primary Data .............................. 103
Qualitative Research ....................................... 104
Quantitative Research Techniques ........................... 105
Taking a Sample ............................................ 106
Questionnaire Design ....................................... 109
Analysis of Qualitative Data ............................... 113
Analysis of Quantitative Data .............................. 115
5 Marketing Objectives and Strategy .......................... 122
Introduction ............................................... 122
Setting Marketing Objectives ............................... 122
Merger/Collaborative Strategy .............................. 127
Competitive Strategy ....................................... 129
Segmentation Strategy ...................................... 131
Positioning ................................................ 147
Summary .................................................... 150
6 Branding ................................................... 156
Introduction ............................................... 156
What Is a Brand? ........................................... 157
Why Brand? ................................................. 164
Branding—A Caveat .......................................... 167
Brand Strategy ............................................. 168
Voluntary Sector Brand Values .............................. 171
Integrated Communications .................................. 175
Summary .................................................... 177
7 Marketing Programmes and Services: The Operational Mix ..... 180
Introduction ............................................... 180
Products/Services .......................................... 181
Price ...................................................... 191
Place ...................................................... 195
Promotion .................................................. 198
People ..................................................... 205
Process .................................................... 206
Physical Evidence .......................................... 207
Summary of the Tactical Marketing Mix ...................... 208
Ethics—An Additional Component of the Mix? ................. 208
Budget ..................................................... 210
Scheduling ................................................. 211
Monitoring and Control ..................................... 211
PART THREE Specific Applications
8 Social Marketing: The Marketing of Ideas ................... 217
Introduction ............................................... 217
What Is Social Marketing? .................................. 217
Social Marketing Domains ................................... 221
Researching Social Behaviours .............................. 224
The Social Marketing Mix ................................... 228
The Behavioural Ecological Model ........................... 230
Designing a Communications Campaign ........................ 232
Summary .................................................... 247
9 Fundraising ................................................ 253
Introduction ............................................... 253
Case for Support ........................................... 254
Fundraising from Individual Donors ......................... 255
Corporate Fundraising ...................................... 277
Corporate Social Responsibility ............................ 286
Grant Fundraising .......................................... 290
Summary .................................................... 299
10 Arts Marketing ............................................. 303
Introduction ............................................... 303
Defining the Arts .......................................... 304
The Artistic Product ....................................... 304
Balance in Arts Marketing .................................. 307
The Arts Audience .......................................... 311
Developing Audiences Online ................................ 319
Customer Retention and Development ......................... 327
Attracting Funding ......................................... 330
Summary .................................................... 333
11 Education .................................................. 336
Introduction ............................................... 336
Recent Changes in the UK Education Framework ............... 337
Education in the USA ....................................... 345
Changing Perspectives on Marketing in Higher Education ..... 345
Achieving a Market Orientation in Higher Education ......... 349
Key Educational Publics .................................... 359
Influencing Student Buying Behaviour ....................... 362
Education Marketing—Planning and Control ................... 370
Summary .................................................... 373
12 Healthcare Marketing ....................................... 377
Introduction ............................................... 377
Healthcare Systems ......................................... 378
The Healthcare Marketing Challenge ......................... 381
Mapping Consumer Value in Healthcare ....................... 382
Identifying Competitive Advantage .......................... 388
Strategic Position and Action Evaluation ................... 392
Programme Evaluation ....................................... 397
Strategic Posture .......................................... 398
Strategic Positioning ...................................... 399
Tactical Healthcare Marketing .............................. 400
Summary .................................................... 404
13 Social Entrepreneurship .................................... 408
Introduction ............................................... 408
What Is Social Entrepreneurship? ........................... 409
The Social Entrepreneurship Process ........................ 412
Success in Social Ventures ................................. 414
Social Entrepreneurship and Alleviating Poverty ............ 416
The Contribution of Marketing .............................. 422
Drawbacks of the Social Enterprise Model ................... 423
Entrepreneurial Philanthropy ............................... 424
Summary .................................................... 426
14 Volunteer Support and Management ........................... 430
Introduction ............................................... 430
Recruiting Volunteers ...................................... 433
Retaining Volunteers ....................................... 446
Recruiting Board Members ................................... 450
Summary .................................................... 451
15 Public Sector Marketing .................................... 455
The Development of the Public Sector in the United
Kingdom .................................................... 455
The Perception of Marketing ................................ 458
The Boundaries of Marketing ................................ 461
Characteristics of Public Services ......................... 464
Quality in Public Services ................................. 465
New Public Sector Management ............................... 468
Compulsory Competitive Tendering ........................... 468
Accountability ............................................. 469
The Rise of E-Government ................................... 470
Conclusions ................................................ 471
INDEX ......................................................... 477
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