| Reviews |
| - 'Overall, this is an exceptional textbook in an area that deserves much more attention. Its international perspective and the focus of the final section on specific segments of the nonprofit community are significant strengths. Paul Govekar, assistant professor of management, College of Business Administration at Ohio Northern University.' -
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| Description | | - Mirrors the syllabus of the majority of nonprofit marketing courses.
- Contains both UK and international examples, and case studies.
- An entire section dedicated to the application of marketing in different nonprofit contexts.
- Contains a summary of the nonprofit literature in each context to aid students with their further reading.
| New to this edition- New introduction to the nonprofit sector.
- New chapters on the application of marketing to volunteer management, public sector marketing, marketing research, strategic planning and branding.
- A glossary of keys terms at the end of the text.
| The second edition of Marketing Management for Nonprofit Organizations
provides a comprehensive overview of the theory behind nonprofit marketing, and analyses key nonprofit contexts such as fundraising, the arts, education, healthcare, volunteering, the public sector and the arena of social ideas.
The text is divided into three parts, mirroring the syllabus that is taught on many
undergraduate and MBA course modules. It begins with an introduction to the nonprofit sector and the topic of marketing before moving on to develop a framework for marketing planning, including a detailed consideration of topics such as overall direction, market segmentation, branding and positioning. The text concludes with a series of chapters that explore the application of marketing in a
number of specific contexts. Each chapter contains an outline of its objectives, discussion questions and a summary of the key areas covered.
Second and third year undergraduate and postgraduate students taking courses in nonprofit marketing, service marketing and public sector management will find this volume an invaluable course accompaniment.
|
Readership: Final year undergraduate and postgraduate students taking a module in nonprofit or not-for-profit marketing.
| Contents |
Part A: Introduction To Marketing
1.
Scope, Challenges and Development of the Nonprofit Sector
2.
Introduction To Marketing: Developing A Societal and Market Orientation
Part B: Marketing Planning
3.
Marketing Planning: The Market Environment and Marketing Audit
4.
Marketing Research
5.
Marketing Objectives and Strategy
6.
Branding
7.
Marketing Programmes and Services: The Operational Mix
8.
Social Marketing and Campaigning: The Marketing of Ideas
Part C: Specific Applications
9.
Fund-Raising
10.
Arts Marketing
11.
Education
12.
Healthcare
13.
Public Sector
14.
Volunteer Support and Management
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| Authors, editors,
and contributors |
Adrian Sargeant, Bristol Business School, University of the West of England
|
The specification in this catalogue, including without
limitation price, format, extent, number of illustrations,
and month of publication, was as accurate as
possible at the time the catalogue was compiled.
Occasionally, due to the nature of some contractual restrictions, we
are unable to ship a specific product to a particular territory.
Jacket images are provisional and liable to change before publication.
|
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