A comprehensive overview of marketing in the nonprofit sector
* Structured to fit the syllabus of the majority of nonprofit Marketing courses
* Contains both UK and international examples and case studies
* Includes an entire section dedicated to the application of marketing in different nonprofit sectors
* Contains a summary of the nonprofit literature for each sector to aid students with their further reading
DESCRIPTION:
The second edition of Marketing Management for nonprofit Organizations provides a comprehensive and well-written overview of how the principles of marketing may be applied to nonprofit Organizations. It contains an introduction to marketing and provides a framework for nonprofit planning. Designed to cater for both undergraduate and postgraduate courses in this discipline, the text addresses key strategic issues and examines marketing practice in a number of specific nonprofit contexts.
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
* Structured to fit the syllabus of the majority of nonprofit Marketing courses
* Contains both UK and international examples and case studies
* Includes an entire section dedicated to the application of marketing in different nonprofit sectors
* Contains a summary of the nonprofit literature for each sector to aid students with their further reading
DESCRIPTION:
The second edition of Marketing Management for nonprofit Organizations provides a comprehensive and well-written overview of how the principles of marketing may be applied to nonprofit Organizations. It contains an introduction to marketing and provides a framework for nonprofit planning. Designed to cater for both undergraduate and postgraduate courses in this discipline, the text addresses key strategic issues and examines marketing practice in a number of specific nonprofit contexts.
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