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Informationen zum Autor Robert E Stevens Klappentext 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. Zusammenfassung Clarifies foundational marketing concepts and terms as they relate to church and religious organizations. From social cause marketing to measuring attitudes of respondents and constituent analysis, this book details the tools needed to measure and increase positive response to allow your organization compete effectively. Inhaltsverzeichnis 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...
