A New Way of Doing Business for the Nonprofit Organization.

Building a Competitive Strategy.

The Phased Marketing Plan.

THE EXTERNAL ANALYSIS.

External Analysis: Client, Donor, Volunteer, and Competitor Research.

Researching Your Nonprofit Organization's Environment.

THE INTERNAL ANALYSIS.

Competition and Internal Marketing Analysis.

Marketing and Organizational Objectives.

Competition as Strategy.

Types of Strategies.

Improving the Nonprofit Organization's Image.

STRATEGIC MARKETING.

Implementing Strategic Marketing Choices.

Putting the Plans into Action.

Notes.

Index.