Nonprofit marketing / John Fortenberry.

Includes bibliographical references and index.

Nonprofit Marketing: Tools and Techniques presents a series of 35 essential marketing tools and demonstrates their application in the nonprofit sector, referencing myriad diverse entities, including zoological parks, planetariums, theater companies, medical clinics, workforce development centers, food banks, and more.Ideal for undergraduate and graduate courses in nonprofit marketing, promotion, fundraising, and related courses, the text covers a broad spectrum of topics, including product development and portfolio analysis, branding and identity management, target marketing, consumer behavior and product promotions, environmental analysis and competitive assessment, and marketing management, strategy, and planning. Each chapter focuses on a specific marketing tool and can be read as a stand-alone presentation of the topic. Examples include:The Product Life CycleGeorge Day’s R-W-W ScreenTheodore Levitt’s Total Product ConceptThe Boston Consulting Group’s Growth/Share MatrixCalder & Reagan’s Brand Design ModelMartin Lindstrom’s 5-D Brand SensogramIgor Ansoff’s Product-Market Expansion GridJohn Fortenberry’s CMC (Core Marketing Concerns) ModelPhilip Kotler’s Segment-by-Segment Invasion PlanMichael Porter’s Five Forces Model.