Mission-Based Management Titles | Peter's Recommendations

Table of Contents for Mission-Based Marketing

1. Introduction

A look at the basis for the book, and an overview of the contents.

2. Marketing, The Competitive Edge

The characteristics of a market-driven yet mission-based organization. How to meet customer wants, treat everyone like a customer, and still provide excellent mission.

3. Moving From Monopoly to A Market-Driven Organization

This transition is tough. How to motivate your staff and board, and the outcomes of becoming market-driven.

4. Being Mission-Based and Market-Driven?

How can you do both? How to retain your values in the face of market economics.

5. Being Flexible--Changing With The Market

Why you need to be a flexible organization, how to retain the capacity for flexibility, becoming a change agent and how to keep up with the pace of change.

6. The Marketing Cycle of a Not-For-Profit

The steps of the marketing cycle, a discussion of the marketing disability that runs rampant in most not-for-profits, and how the marketing cycle affects your competitors.

7. Who Are Your Markets?

Who do you really work for: your clients, your funders, or both? This chapter helps you identify your many and varied markets, shows you how to segment them and focus on the markets you want.

8. Who Are Your Competitors?

You need to know, and this chapter tells you how to find out who they are, where they are and what they are doing. Also how to focus on your core strengths.

9. Asking Your Markets What They Want

If you don't ask, you can't know. Here is how to survey, interview, do focus groups and develop an organization-wide culture of asking. Also what to do after you ask, and some mistakes people make in asking.

10. Better Marketing Materials

How to get the word out about your organization. A list of things to include, and a list of things to avoid in your material. How to customize your materials to different markets.

11. Incredible Customer Service

The core of continued marketing includes solving problems, not selling services. This chapter includes new ways of looking at all customers, and methods of turning customers into referral sources.

12. The Marketing Planning Process

Developing a Marketing Team, an asking schedule, Targeting your marketing effort, and a sample plan outline.

Appendices

A SWOT Analysis, A Survey Example, and An Example of Focus Group Questions

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