Concise Encyclopedia of Church and Religious Organization Marketing

ISBN-13: 9780789018786 / Angielski / Miękka / 2006 / 176 str.

Robert E. Stevens; David Loudon; Bruce Wrenn

Opis

Though more and more religious organizations increasingly attempt to use marketing techniques to improve response, little literature exists to explain crucial concepts, terms, and strategies. The Concise Encyclopedia of Church and Religious Organization Marketing fills this gap by providing novice marketers with basic theories and terms in easy-to-understand language. This A-to-Z reference presents the essential concepts and techniques, such as benefits to constituents, target markets, market research, and advertising, all with plain and concise explanations to apply to your situation, all aimed to effectively increase the numbers and resources of your faith-based organization.

Spis treści

• Preface
  
• Acknowledgments
  
• Access
  
• Active Listening
  
• Adoption Process
  
• Advertising Message
  
• Atmosphere
  
• Attitude Measurement
  
• Benefits of Marketing
  
• Brand Equity
  
• Budgets
  
• Cause-Related Marketing
  
• Communication Methods
  
• Competition
  
• Competitive Advantage
  
• Constituent Analysis
  
• Constituent Behavior
  
• Constituent Service
  
• Contribution Analysis
  
• Contribution/Cost Controls
  
• Contribution Sources
  
• Controlling Marketing Activities
  
• Costs To Target Audience
  
• Data Collection
  
• Data Collection and Analysis
  
• Database or Donorbase Marketing
  
• Demographics
  
• Descriptive (Quantitative) Research
  
• Direct Marketing
  
• Environmental Scanning
  
• Exchange
  
• Exploratory (Qualitative) Research
  
• Facility Design
  
• Family Life Cycle
  
• Focus Groups
  
• Fund-Raising
  
• Geodemographics
  
• Giving Motivations
  
• Grid Analysis
  
• Implementation
  
• Internal Marketing
  
• Location Analysis
  
• Market Segmentation
  
• Marketing
  
• Marketing Communications
  
• Marketing Mix
  
• Marketing Orientation
  
• Marketing Plan
  
• Marketing Planning
  
• Marketing Research
  
• Mass Communication Media
  
• Measurement
  
• Message Content
  
• Ministries Portfolio
  
• Mission-Based Product Mix
  
• Moments of Truth
  
• New Program Development
  
• Niche Marketing
  
• Objective Areas
  
• Objectives
  
• Organization and Program Life Cycles
  
• Organization Structure
  
• Performance Evaluation and Control
  
• Personal Contact
  
• Personal Contact Process
  
• Positioning
  
• Primary Data
  
• Program Offerings
  
• Program/Service Elements
  
• Promotion Budget
  
• Promotional Mix
  
• Publicity
  
• Questionnaire
  
• Research Design
  
• Research Methodology
  
• Sampling
  
• Scales
  
• Secondary Data
  
• Survey Research
  
• SWOT Analysis
  
• Target Audience
  
• Appendix A. Marketing and Religion: A Review of the Two Literatures (Bruce Wrenn and Phylis Mansfield)
  
• Appendix B. Writers/Researchers in Church and Religious Organization Marketing
  
• Index
  
• Reference Notes Included
  

O autorze

Robert E Stevens