SECTION I Developing a Customer Orientation
Chapter 1
The Growth and Development of Nonprofit Marketing

SECTION II Strategic Planning and Organization
Chapter 2
Developing a Customer-Centered Mindset

Chapter 3
Strategic Marketing Planning

Chapter 4
Understanding Consumer Behavior

Chapter 5
Acquiring and Using Marketing Information

Chapter 6
Segmentation, Positioning, and Branding

CHAPTER 7
Branding

SECTION III Designing the Marketing Mix
Chapter 8
Managing the Organization’s Offerings

Chapter 9
Developing and Launching New Offerings

Chapter 10
Managing Perceived Costs

Chapter 11
Facilitating Marketing Behaviors

Chapter 12
Formulating Communications Strategies

Chapter 13
Managing Communications: Advertising and Personal Persuasion

Chapter 14
Managing Public Media and Public Advocacy

SECTION IV Developing and Organizing Resources
Chapter 15
Generating Funds

Chapter 16
Attracting Human Resources: Staff, Volunteers, and Boards

Chapter 17
Working with the Private Sector
Section V Organizing and Controlling Marketing Strategies

Chapter 18
Organizing for Implementation

Chapter 19
Marketing Evaluation, Monitoring, and Control