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Concise Encyclopedia of Church and Religious Organization Marketing

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Table of 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

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