MARKETING WITHOUT MADISON AVENUE Honesty, efficiency, and wise use of resources; is best advertising strategy Marketing Without Advertising by Michael Phillips and Salli Rasberry provides the key elements of a low-cost marketing plan for small businesses. This book is published by the interesting and successful Nolo Press, best known for publishing people's legal manuals. The business itself has followed the practises described in this book. Both Phillips and Rasberry have been deeply involved in small business development activities in the San Francisco area. Phillips was one of the developers of Mastercharge (now Mastercard), and he and Rasberry co-authored Seven La.ws of Money and Honest Business. With or without advertising as a marketing $trategy, this book contains so many useful ideas it is practical for for-profit or nonprofit, and organizations rich or poor. This book contends that the best marketing strategies are based on honesty, fairness, high quality services, and word of mouth recommendations. The book could be a rather fluffy guidebook with principles like honesty and trust, but -it's not. The strategies are described in enough detail to be actual marketing plans. Some of the book is devoted to demonstrating how efficiency and wise uses of available financial and other resources is its own marketing. After all, if you save'money, you in effect make more money. This book is not just useful for those considering a specific marketing plan; the strategies are just good solid business operating principles. It is also easy to use. As with their other books, Phillips and Rasberry explain by example-the book is full of delightful business stories. For More Information: Marketing Without Advertising, Michael Phillips and Salli Rasberry, Nolo Press, 950 Parker St., Berkeley, CA 94710, 1986, $14.00 Page 32 RAIN Fall 1986 MEMBERSHIP MYSTIQUE About 100 million Americans belong to at least one organization, and some true "joiners" may belong to ten or more We are a nation of joiners. With more than 800,000 known voluntary organizations and probably several hundred thousand less formal groups, we have a wide variety of choices for affiliation. It's highly likely that about 100 million Americans belong to at least one organization; some true "joiners" may belong to ten or more. Membership Mystique: How to Create Income and Influence with Membership Programs, by Richard Trenbeth, is a guidebook for the managers of nonprofit organizations that rely on membership for all or part of their support. The book covers the full field of membership programs: how to launch them, run them and upgrade them. In the book you will find varied membership program materials, recruitment letters, folders and mailing packages that you can adapt to your needs, and simple bylaws and other other organizational documents. The range of organizations Trenbeth uses is interesting, and includes academic groups, performing arts groups, museums, professional groups, motor clubs, political groups, specialinterest groups, sports and trade groups, zoos, and many more. The processes, from beginning membership organizations, through to how to maintain or increase membership, are all described in adequate detail to be used directly by managers. The book is worth the price just for all of the example materials. For More Information: The Membership Mystique, Richard Trenbeth, Fundraising Institute, PO Box 365, Ambler, PA 19002-0265, 1986, $34.95
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