Devising marketing strategies : regaining relevance at CHS / Pat Libby, Laura Deitrick.

Format:

Book

Author/Creator:

Libby, Pat, author.

Deitrick, Laura J., author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Marketing audits.

Business planning.

CHS.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications Ltd, 2017.

System Details:

text file

Summary:

Six board members and four executive staff members gathered around a conference table at the monthly meeting of the marketing committee for CHS. Six months prior, Dan, who was the chief development officer for CHS, had been charged with hiring a marketing and branding consulting firm to conduct an assessment of CHS. A once vibrant and highly recognized nonprofit, CHS had a national office headquartered in Washington, DC, and affiliated chapters in each of the 50 United States. Despite its longevity and success, as of the end of its most recent fiscal year, CHS had experienced declining revenues for 4 straight years at both its national office and in many of its affiliate chapters. Although CHS had been able to rely on its strong national brand identity to attract generations of donors, the marketing committee intuitively suspected that the organization was somehow losing its relevancy.

Notes:

Originally published in Libby, P., & Deitrick, L. (2016). Devising Marketing Strategies: Regaining Relevance. Cases in nonprofit management: A hands-on approach to problem solving (pp. 154157). Thousand Oaks, CA: SAGE Publishing, Inc. Print. ISBN: 9781483383484.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781506374246

OCLC:

1017713534

Access Restriction:

Restricted for use by site license.