Includes index.

SECTION I Developing a Customer Orientation Chapter 1 The Growth and Development of Nonprofit Marketing SECTION II Strategic Planning and Organization Chapter 2 Developing a Customer-Centered Mindset Chapter 3 Strategic Marketing Planning Chapter 4 Understanding Consumer Behavior Chapter 5 Acquiring and Using Marketing Information Chapter 6 Segmentation, Positioning, and Branding CHAPTER 7 Branding SECTION III Designing the Marketing Mix Chapter 8 Managing the Organization's Offerings Chapter 9 Developing and Launching New Offerings Chapter 10 Managing Perceived Costs Chapter 11 Facilitating Marketing Behaviors Chapter 12 Formulating Communications Strategies Chapter 13 Managing Communications: Advertising and Personal Persuasion Chapter 14 Managing Public Media and Public Advocacy SECTION IV Developing and Organizing Resources Chapter 15 Generating Funds Chapter 16 Attracting Human Resources: Staff, Volunteers, and Boards Chapter 17 Working with the Private Sector Section V Organizing and Controlling Marketing Strategies Chapter 18 Organizing for Implementation Chapter 19 Marketing Evaluation, Monitoring, and Control.