The Jossey-Bass Handbook of Nonprofit Leadership and Management by David O. Renz

Author:David O. Renz [Renz, David O.]
Language: eng
Format: epub
ISBN: 9781118852941
Publisher: Wiley
Published: 2016-07-25T00:00:00+00:00

A Strategic Approach to Marketing

Figure 13.1 outlines a step-by-step hierarchy of decisions that must be made about which groups to serve or to target given the competitive situation, the human and financial resources that are available, and the organization's particular competencies and expertise. Once these strategic choices have been made, an organization can develop a marketing mix of appropriate programs and services, communications, pricing and delivery systems that will maximize its potential to achieve its mission. All of the inputs to the decision processes mapped in this chart should be based on analysis of concrete data.

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