Synopses & Reviews
The authors explain marketing management concepts and applications in nonprofit, charitable, and nongovernmental organizations in an easy-to-follow style. Marketing concepts are clearly presented, then supported with real-world examples. Special care has been taken to make the book relevant to an international audience.
Perhaps now more than ever, effective marketing is crucial in successfully managing a nongovernmental organization. A nonprofit organization that is effectively using marketing strategies is better positioned to present a consistent and memorable image of its cause to policy makers, funding organizations, individual contributors, and society at large. A successfully marketed charity is able to distinguish itself from other organizations in the continually growing nonprofit sector. It is able to share its cause and importance to the public, demonstrating its value, while communicating its unique purpose and mission.
The first part of the book describes nonprofit marketing fundamentals. A survey of marketing functions in nonprofit organizations provides the reader with a framework for organizing, planning, and implementation of marketing strategies. Special treatment is given to the important areas of marketing research and marketing communications.
Following the chapters providing breadth of knowledge in marketing fundamental concepts and principles, the book provides deeper, more detailed coverage of practical, but very important marketing activities. Marketing managers are responsible for attracting funding and contributions to the organizations. Entire chapters havebeen dedicated to provide the reader with current and in-depth coverage of direct marketing, fund raising, attracting major gifts, and special events.
Many organizations rely heavily upon volunteers. Because of the importance of effectively marketing to volunteers, a chapter has been dedicated to providing the reader with an in-depth treatment of volunteer marketing.
The book concludes with two chapters which are devoted to providing the reader with a deeper understanding of two emerging areas which are rapidly increasing in importance in the nonprofit sector: social marketing and cause marketing.
The authors pay particular attention to writing in a clear, easy-to-follow style. Chapters begin with a real-world example, illustrating the relevance and applicability of the chapter's central topic. Each chapter is well organized, with helpful examples distributed throughout the chapter to clarify concepts. Chapters end a helpful glossary, discussion questions, Internet exercises, mini cases for group discussion, and a bibliography for further reading.
International examples of real-world organizations are presented through the book. Special effort has been taken to make the book highly useful to a multinational audience.
Nonprofit Marketing also includes instructor resources on CD.
Synopsis
Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations is a conceptually strong text that gives students marketing strategies for nonprofit, charitable, and nongovernmental organizations, while providing them with a broad treatment of marketing basics. Written in an easy-to-follow style, marketing concepts are clearly presented and supported with real-world examples. Key Features: Offers clear coverage of marketing fundamentals: A survey of marketing functions, tailored specifically for nonprofit organizations, provides the reader with a framework for organizing, planning, and implementing marketing strategies. Special treatment is given to the important areas of marketing research and marketing communications. Provides in-depth treatment of the most important marketing activities: Covers not only the key fundamentals, but also covers essential marketing functions such as direct marketing, fund raising, special events, attracting major gifts, and volunteer recruitment. Addresses emerging topics: Current and complete coverage is provided on social marketing and cause marketing, two emerging areas that are rapidly increasing in importance in the nonprofit sector. The book also includes many international examples of real-world organizations to offer students a multinational perspective on nonprofit marketing. Instructor's Resources Instructor Resources on CD are available to qualified adopters of Nonprofit Marketing. These resources include chapter outlines, discussion questions, teaching tips, review questions, and much more Intended Audience: This is an excellent text for undergraduate and graduate students studying nonprofit marketing in the fieldsof Marketing, Public Administration, Social Work, Sociology, Arts Administration, Management, and Business. Meet the author users.cnu.edu\ wwymer
Synopsis
Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations is a conceptually strong text that gives students marketing strategies for nonprofit, charitable, and nongovernmental organizations, while providing them with a broad treatment of marketing basics. Written in an easy-to-follow style, marketing concepts are clearly presented and supported with real-world examples.