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Full Description
Discover the marketing basics to draw new membersand more fundsto your church!
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.
As people become increasingly inundated with advertising and given more choices, the need for a religious organization to cut through this informational clutter to present its own positive features to the right audience becomes vital. From social cause marketing to measuring attitudes of respondents and constituent analysis, the Concise Encyclopedia of Church and Religious Organization Marketing details the tools needed to measure and increase positive response to allow your organization to effectively compete in today's world. Numerous figures and tables clearly illustrate more complex concepts and terms to make comprehension fast and easy. An appendix has been included that provides a complete review of the early and contemporary literature applicable to marketing and religion as well as the origins of religious organizational marketing.
The Concise Encyclopedia of Church and Religious Organization Marketing clarifies foundational marketing concepts and terms as they relate to church and religious organizations. Entries include:
benefits
brand equity
cause-related marketing
communication methods
competition
competitive advantage
constituent analysis and behavior
controlling marketing activities
data collection and analysis
demographics
quantitative research
directive marketing
focus groups
geodemographics
marketing planning and research
new program development
performance evaluation and control
publicity
SWOT analysisStrengths, Weaknesses, Opportunities, and Threats of an organization
target audience
and so much more!
The Concise Encyclopedia of Church and Religious Organization Marketing is the perfect source for marketing beginners looking for the basic knowledge needed to market their church or organization, as well as being a quick bookshelf reference for more experienced religious marketers.
Contents
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 Two Literatures (Bruce Wrenn and Phylis Mansfield)
Appendix B. Writers/Researchers in Church and Religious Organization Marketing
Index
Reference Notes Included
