Includes bibliographical references (p. 159-164) and index.

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 -- Database or donorbase marketing -- Data collection -- Data collection and analysis -- 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 -- Idea generation -- Feasibility analysis -- Niche marketing -- Objectives -- Objective areas -- 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 -- Survey methods -- Swot analysis -- Target audience -- Appendix a. marketing and religion : a review of the two literatures / Bruce Wrenn -- Phylis mansfield -- Appendix b. writers/researchers in church and religious organization marketing.